The Effects of Marketing Seminars on the Attitudes of Librarians

Grunenwald, Joseph P.; Felicetti, Linda; Stewart, Karen L.

doi:10.1300/j118v10n02_02

Cited by 3 publications

(2 citation statements)

References 1 publication

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“…Questionnaire items were developed specifically for the present study, based on statements in the literature and conversations with practicing librarians. A few items were adapted from previous research on this topic (see Grunenwald et al, 1990). Face validity of the questionnaire items was determined by pretesting and reviewing the questionnaire with members of several interested groups.…”

Section: Methodsmentioning

confidence: 99%

“…Relatively little academic attention has actually been paid to the attitudes of librarians toward marketing, and very little of that writing has been based on empirical research. An early paper on this topic observed that 'It has been widely believed that marketing activities were inappropriate and perhaps unnecessary for libraries,' and that consequently 'many librarians have been reluctant to adopt and implement marketing strategies' (Grunenwald et al, 1990). Another writer observes that 'all too often the concept of marketing leaves a bad taste in the mouths of librarians.…”

Section: Changing Perspectives In Recent Researchmentioning

confidence: 99%

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

Parker

Kaufman‐Scarborough

Parker³

2007

J of Philanthropy and Mktg

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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.

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Section: Methodsmentioning

confidence: 99%

Section: Changing Perspectives In Recent Researchmentioning

confidence: 99%

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

Parker

Kaufman‐Scarborough

Parker³

2007

J of Philanthropy and Mktg

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What Do Librarians Think about Marketing? A Survey of Public Librarians’ Attitudes toward the Marketing of Library Services

Shontz¹,

Parker²,

Parker³

2004

The Library Quarterly

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Marketing of Library Resources and Services: A Structured Literature Review

Bhardwaj¹,

Jain²

2016

DESIDOC Jl. Lib. Info. Technol.

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This conceptual paper reviews literature on marketing of This conceptual paper reviews literature on marketing of library products and services, and discusses various ways and means for the same. Several marketing techniques to promote the usage of library resources and services have been highlighted in the literature. It is seen that majority of libraries do not have a marketing culture. It is recognised that libraries need to formulate marketing plan along with financial budget on a yearly basis so that library resources can be utilised optimally. Libraries in developing countries have been struggling to conduct outreach programmes to market their resources and services. Latest technologies such as, Web 2.0 and mobile services have opened up new avenues to do marketing in efficient and cost effective ways. Therefore, libraries should not leave any stone unturned to apply the latest technologies in promotion of resources and services amongst the stakeholders. The funding agencies must formulate guidelines for marketing the library resources and services so that the library resources can be utilised optimally.DOI: 10.14429/djlit.36.3.10027

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The Effects of Marketing Seminars on the Attitudes of Librarians

Cited by 3 publications

References 1 publication

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

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

What Do Librarians Think about Marketing? A Survey of Public Librarians’ Attitudes toward the Marketing of Library Services

Marketing of Library Resources and Services: A Structured Literature Review

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