Libraries in transition to a marketing orientation: are librarians' attitudes a barrier?

Abstract

This study examines librarians' attitudes toward the marketing of library services, as libraries continue their transition to a marketing orientation. Although prior studies had observed misunderstandings and hostility to marketing among librarians, most previous discussions of this topic were either speculative or based on extremely small samples. In order to provide more evidence in this matter, a large-scale survey of members of the New Jersey Library Association (NJLA) was conducted. A 'Pro Marketing' scale was introduced and used to segment participants with respect to their attitudes. The findings indicate that most respondents expressed relatively positive attitudes toward marketing, but that more positive attitudes were expressed by public librarians than school or college/university librarians, and by administrators as opposed to reference and technical services librarians. Illustrative respondent comments and implications for library management are included.

How libraries can enhance customer service by implementing a customer value mindset

“…An important aspect of marketingoriented practices in libraries today is the development of internal marketing to communicate mission and organizational values to employees (internal customers); this buy-in process is a vital part of the new customer-focused paradigm. Although research shows that librarians are gaining a more positive attitude towards the development of a marketing culture and the utilization of marketing activities, it varies by setting (public librarians are more promarketing than academic librarians), position (more enthusiasm by administrators than reference and technical services librarians), years of experience (more favorable), and exposure to marketing training (Parker, Kaufman-Scarborough, & Parker, 2007). This paper argues that libraries must adapt to change via implementing a customer value strategy.…”

Digital marketing in independent libraries in the United Kingdom

“…As key research shows that improved internal communications regarding marketing (Broady-Preston and Steel, 2002;Dolnicar and Lazarevski, 2009;Parker et al, 2007;Singh 2005Singh , 2009a, market training and positive staff attitudes toward marketing (Harrison and Shaw, 2004;Sen, 2006) lead to more successful marketing orientation within an organisation, it may be that an unwillingness or inability of the independent libraries to think in marketing terms is creating additional barriers to promotion.…”

“…Though Kohli and Jaworski (1990) suggest that the use and usefulness of market orientation should be dependent on a cost-benefit ratio, Harrison and Shaw (2004: 397) found that the current environment for libraries is one in which adoption of a marketing concept is ‘critical to their survival’. Research shows that marketing training and positive staff attitudes towards marketing are associated with increased levels of marketing orientation (Broady-Preston and Steel, 2002; Dolnicar and Lazarevski, 2009; Parker et al, 2007; Singh 2005, 2009a) and that a genuine marketing culture within a library leads to superior service performance and higher customer satisfaction (Singh, 2009b). The American OCLC survey of user perceptions further suggests that the implementation of increased marketing strategies can be used to gain support and loyalty of future patrons (De Rosa et al, 2011).…”

Analyzing Toyota City’s Eco-policy Through Strategic Marketing Tools

“…Likewise, in the public sector, marketing is often considered non-productive and resource consuming (Parker et al, 2007) because the general purpose of marketing (i.e., making profits) (Laing & McKee, 2001) seems contradictory to the mission of the public sector (i.e., serving the general interest of society dealing with non-rival public goods, including environments) (Butler & Collins, 1995). Walsh (1991) argues, marketing approaches are unlikely to be either helpful or appropriate in the distribution of basic social goods.…”