Marketing culture of Finnish research libraries: an analysis of marketing attitude, knowledge and behaviour
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Åbo
Åbo Akademis Förl.
2005
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Zugl.: Åbo, Univ., Diss., 2005 |
| Physical Description: | VIII, 285 S. graph. Darst. |
| ISBN: | 9517652828 |
Staff View
MARC
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| 100 | 1 | |a Singh, Rajesh |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing culture of Finnish research libraries |b an analysis of marketing attitude, knowledge and behaviour |c Rajesh Singh |
| 264 | 1 | |a Åbo |b Åbo Akademis Förl. |c 2005 | |
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| 500 | |a Zugl.: Åbo, Univ., Diss., 2005 | ||
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Record in the Search Index
| _version_ | 1804135042251751424 |
|---|---|
| adam_text | Contents
1. Introduction 1
1.1. Aim of the research 1
1.2. Background 1
1.3. Research questions 3
1.4. Structure of the dissertation 4
2. What is marketing? 6
2.1. The marketing concept 6
2.2. A look at some marketing definitions 7
3. Conceptual issues of services marketing 10
3.1. The service concept 10
3.2. Characteristics of services 12
3.2.1. Intangibility 12
3.2.2. Heterogeneity 13
3.2.3. Inseparability 13
3.2.4. Perishability 14
3.3. Service characteristics and libraries 14
3.4. Classical marketing mix: the 4 Ps 15
3.4.1. Genesis and evolution of marketing mix 15
3.4.2. Product/ service 17
3.4.2.1. Product life cycle (PLC) 19
3.4.2.2. Information products and services in the context of libraries 20
3.4.2.3. Quality of library services and products 22
3.4.3. Price 23
3.4.3.1. Rationale for pricing 23
3.4.3.2. Pricing strategy 27
3.4.4. Place 28
3.4.4.1. Distribution channels 29
3.4.5. Promotion 31
3.4.5.1. Promotion methods 32
3.4.5.1.1. Public relations 33
3.4.5.1.2. Advertising 34
3.4.5.1.3. Personal selling 34
3.4.5.1.4. User orientation programmes 35
3.5. The 4Ps inadequate: extension of the Ps 35
3.6. Expanded marketing mix for services 37
3.6.1. People 37
3.6.2. Physical evidence the concrete evidence and experiences 37
3.6.3. Process course of action in service delivery 38
i
I
3.7. Building relationships with customers: contemporary marketing approach 39
3.7.1. Quality in marketing 40
3.7.2. Internal marketing and libraries 42
3.8. Summary 43
4. Marketing planning 45
4.1. Planning concept in marketing 45
4.2. Process of marketing planning 46
4.2.1. Organisational analysis 48
4.2.2. Market research 48
4.2.3. Market segmentation 49
4.2.3.1 Strategies for market segmentation 52
4.3. Summary 54
5. Marketing culture 55
5 1. The concept of marketing culture 5 5
5.1.1. Defining marketing culture for service organizations 56
5.1.2. Marketing culture and leadership 5 7
5.2. Market orientation 58
5.2.1. Contemporary conceptualisation of market orientation 59
5.2.2. Definition of market orientation 60
5.2.3. Market orientation and service performance 61
5.3. Marketing culture and market orientation 62
5.4. Summary 62
6. Application of marketing in libraries: an overview 63
6.1. Marketing trends from 1969 1980 63
6.1.1. Summary 64
6.2. Marketing trends between 1980 90 64
6.2.1. Marketing research 65
6.2.2. Marketing strategy 66
6.2.3. Summary 67
6.3. Marketing connotations since 1990 67
6.3.1. Customer orientation 67
6.3.2. Marketing planning 68
6.3.3. Internal marketing 68
6.3.4. Pricing issue 69
6.3.5. Promotion and public relations 69
6.3.6. Marketing status in libraries 70
6.3.7. Competition 70
6.3.8. Quality 71
6.3.9. Relationship marketing 71
6.3.10. Marketing mentality 71
6.3.11. Summary 72
7. Methods and materials 73
7.1. Philosophical approaches and methodological assumptions of the study 73
7.2. Research methodology 75
7.2.1. Generation of research data 75
7.2.2. Identifying the respondents 75
7.2.3. Creating interview questionnaire for library director 75
7.2.3.1. Attitudes 76
7.2.3.2. Knowledge 76
7.2.3.3. Marketing in practise 76
7.2.3.4. Demographic characteristics of libraries 77
7.2.4. Questionnaire for library customers 77
7.2.5. Rationale behind attitude scale construction 78
7.2.5.1. Validation of attitude statements 79
7.2.6. Pilot study/ pre testing 79
7.2.6.1. Test interview 80
7.2.7. Conducting interviews 80
7.2.8. Research approaches for data analysis 81
7.2.9. Different procedures of the present study 81
7.2.9.1. Quantitative analysis 82
7.2.9.2. Classification of libraries on the basis of market orientation 82
7.2.9.3. Measurement of marketing attitudes 83
7.2.9.4. Measurement of marketing knowledge 83
7.2.9.5. Measurement of service performance of libraries 84
8. The results of empirical analysis 85
8.1. Three levels of market orientation 85
8.1.1. Customer philosophy 86
8.1.2. Inter functional coordination 88
8.1.3. Strategic orientation 91
8.1.4. Responsiveness 94
8.1.5. Competition orientation 97
8.1.6. Pricing orientation 98
8.1.7. Summary 100
8.2. Market orientation and library s characteristics 102
8.2.1. Marketing education 102
8.2.2 Exposure to marketing seminar 103
8.2.3. Years of professional experience 104
8.2.4. The year of last LIS education 105
8.2.5. The relation between the respondents experience and year of their last LIS
education vis a vis market orientation 106
8.2.6. Market orientation on the basis of the size (staff strength) of the library 108
8.2.7. Summary 108
8.3. Marketing attitudes 110
8.3.1. Need for marketing 110
8.3.2. Convenience to the consumers (accessibility of services) 112
8.3.3. Physical environment of library 113
8.3.4. Pricing issue 114
8.3.4.1. Free of cost services 114
!
8.3.4.2. Assessment of direct and indirect cost 115
8.3.5. Promotional aspects (traditional) 1 6
8.3.6. Quality of services *16
8.3.7. Libraries appreciation of their customers 1 lg
8.3.7.1. Consideration of Users Shyness and other psychological factors 118
8.3.7.2. Consideration of the timeliness of the library s services and products 119
8.3.7.3. Consideration of sustaining traditional services 120
8 3 7 4 The necessity of monitoring and measuring the mission statement of the library
121
8.3.8. Developing relationship with customers 121
8.3.9. Internet as an effective tool for marketing 122
8.3.10. Implications and applications of marketing on libraries 123
8.3.11. Summary 125
8.4. Reflection of respondents marketing knowledge 131
8.4.1. Important factors to increase the use of libraries 131
8.4.2. Efficient ways to increase the quality of library service 134
8.4.3. The notion about marketing in the library and information service context 137
8.4.4. Utility and importance of marketing 140
8.4.5. Knowledge of marketing tools 142
8.4.6. Identification of the target market and the ways to reach to them 144
8.4.7. Communication with the customers 147
8.4.8. Role of library s website vis a vis marketing 149
8.4.9. Developing relationship with the customers 153
8.4.10. Summary of chapter 8.4 156
8.5. Operational policies and activities in connection with marketing 162
8.5.1. Institutional Identity 162
8.5.1.1. Logo 162
8.5.1.2. Letter head 162 ;
8.5.2. Mission statement 163
8.5.3. Some marketing planning activities 164 ;
8.5.3.1. Marketing plan 164
8.5.3.2. Budget provision for marketing related activities 165
8.5.4. Decision making pattern 166
8.5.5. Marketing unit/personnel 167
8.5.6. Time spent on marketing 168
8.5.7. Customer Survey 168
8.5.8. Availability of facilities 171
8.5.9. Libraries and external customers 172
8.5.10. Pricing issue 174
8.5.10.1. Charging pattern 175
8.5.11. Library s publication 177
8.5.12. Promotional efforts (traditional) 178
8.5.13. On line relationship 182
8.5.14. Availability of written service philosophy on paper 183
8.5.15. Present status of marketing efforts 184
8.5.15.1. Misconception about marketing 184
8.5.15.2. Lack of marketing knowledge 185
8.5.15.3. Lack of resources 186
8.5.15.4. Lack of time 186
8.5.15.5. Lack of training and education 187 ;
i
8.5.15.6. Attitude of consumers 187
8.5.15.7. Attitude of the administration 188
8.5.16. Summary 188
8.6. Service performance of libraries: customers feedback 191
8.6.1. Accessibility of services and products 191
8.6.2. Study environment 192
8.6.3. Satisfaction with library equipments 193
8.6.4. Collections usefulness 195
8.6.5. Condition of collections 196
8.6.6. Customer centeredness of services 197
8.6.7. Staff attributes 198
8.6.8. Customer appreciation 200
8.6.9. Customers opinion about pricing issue 201
8.6.10. Overall quality 204
8.6.11. Summary 205
9. Discussion 208
9.1. Research methodology 208
9.2. The three levels of market orientation 209
9.3. Marketing attitudes in relation to three different market orientation 210
9.4. Marketing knowledge in relation to three different market orientation 212
9.5. Operational policies and activities in relation to three different market
orientation 213
9.6. The cultural profile of the three market oriented groups 214
9.6.1. The High Fliers The strong market oriented libraries 214
9.6.2. The Brisk Runners The medium market oriented libraries 216
9.6.3. The Slow Walkers The weak market oriented libraries 216
9.7. Barriers/ constraints in marketing 217
9.7.1. Attitudinal barriers in libraries 217
9.7.2. Attitudinal barriers of consumers 218
9.7.3. The knowledge and training barriers 219
9.7.4. Operational barriers 220
9.8. Benefits of being market oriented 222
9.8.1. Service encounter 224
9.9. Aim and research questions 225
10. Conclusions and recommendations 230
10.1. Antecedents 230
10.2. Market orientation 232
10.3. Facilitators 232
10.4. Consequences 233
10.5. Contribution of the dissertation 234
10.6. Suggestions for further research 235
References 236
Appendix 1: Questionnaire for library directors 263
Appendix 2: Questionnaire for library customers 276
Appendix 3: Factor analysis 281
Appendix 4: List of surveyed libraries 284
List of figures
Figure 1: Assumed relationship between key themes of the research 4
Figure 2: Correlation between factor and sum 83
Figure 3: Estimated marginal means of market orientation 86
Figure 4: Estimated marginal means of customer philosophy 88
Figure 5: Estimated marginal means of inter functional coordination 90
Figure 6: Estimated marginal means of strategic orientation 93
Figure 7: Estimated marginal means of responsiveness 96
Figure 8: Estimated marginal means of competition orientation 98
Figure 9: Estimated marginal means of pricing orientation 100 ;
Figure 10: Correlation between the respondents experience and 107 j
Figure 11: Estimated marginal means of needs for marketing 111 i
Figure 12: Estimated marginal means of accessibility of services 112 i
Figure 13: Estimated marginal means of physical environment 113 j
Figure 14: Estimated marginal means of promotional aspects 116 j
Figure 15: Estimated marginal means of quality of services 118 I
Figure 16: Estimated marginal means of implications of marketing 124 i
Figure 17: Overall means of marketing attitudes in relation to market orientation 126
Figure 18: Level of marketing attitudes in relation to market orientation 128 !
Figure 19: Overall means of marketing knowledge in relation to market orientation 156 ;
Figure 20: Level of marketing knowledge in relation to market orientation 158
Figure 21: Estimated marginal means of availability of facilities 171
F igure 22: Charging pattern of services/ products 176
Figure 23: Promotional efforts of libraries 179
Figure 24: Accessibility of library materials 192 !
Figure 25: Study environment 193 j
Figure 26: Satisfaction with library equipments 194 j
Figure 27: Collections usefulness 195 j
Figure 28: Condition of collections 196
Figure 29: Customer centeredness of services 198
Figure 30: Staff attributes 199
Figure 31: Customer appreciation 201
Figure 32: Library fees from consumers 202
Figure 33: Library fees from external consumers 203 j
Figure 34: Willingness to pay 204
Figure 35: Overall quality of library 205
Figure 36: Overall means of service performance of libraries in 206
Figure 37: Marketing approaches of different library cultures 215
Figure 38: Model showing linkages between critical components of the marketing culture
of a library and its service outcomes 231
List of tables
Table 1: Means of market orientation 82
Table 2: Means of customer philosophy dimension 87
Table 3: Means of inter functional co ordination dimension 89
Table 4: Means of strategic orientation dimension 92
Table 5: Means of responsiveness dimension 95
Table 6: Means of competition orientation dimension 97
Table 7: Means of pricing orientation dimension 99
Table 8: Knowledge of marketing concept 103
Table 9: Respondents exposure of marketing seminar/conferences 104
Table 10: Years of professional experience 105
Table 11: Year of last professional qualification in LIS 106
Table 12: Size of the library 108
Table 13: Necessity of marketing programmes 111
Table 14: Free of cost services 114
Table 15: Assessment of direct and indirect cost 115
Table 16: Consideration of users shyness and other psychological factors 119
Table 17: Continuous special efforts on library s products/ 120
Table 18: Sustaining traditional services 120
Table 19: Mission statement 121
Table 20: Relationship with users 122
Table 21: Internet as a marketing tool 123
Table 22: Use of the terms clients/ customers 124
Table 23: Is marketing a way to increase the use of libraries? 125
Table 24: Overall marketing attitude in relation to market orientation 127
Table 25: Overall marketing knowledge in relation to market orientation 157
Table 26: Library logo 162
Table 27: Letter head 163
Table 28: Library mission statement 164
Table 29: Plan for marketing programme 164
Table 30: Funds for marketing 165
Table 31: Proportion of budget spent on marketing 165
Table 32: Who decides the kinds of information products/services to be provided? 166
Table 33: Decision authority on money to spend on marketing 167
Table 34: Marketing unit 167
Table 35: Marketing personnel 168
Table 36: Proportion of time spent on marketing 168
Table 37: Customer survey 169
Table 38: Modes/methods of customer survey before starting new services/ products 170
Table 39 Modes/methods of customer survey before changing existing services/ products
170
Table 40: Library use by outsiders 1 72
Table 41: Library fees from users 173
Table 42: Difference in charging fees from different users 173
Table 43: Does library allow all categories of customers to 174
Table 44: System of fines for over due materials 174
Table 45: Service fee for information products/ services 175
Table 46: Newsletter/ bulletin 177
Table 47: Annual report 177
Table 48: Promotional task: sign, symbols, handouts and instructions 179
Table 49: Promotional task: notify users about the status of information services/ products
180
Table 50: Promotional task: demonstrations of OP AC, CD ROM, online services 181
Table 51: Promotional task: customer orientation programs 181
Table 52: Promotional task: customer group/ focus group meeting 182
Table 53: On line relationship 182
Table 54: Service philosophy 183
Table 5 5: Staff awareness about service philosophy 183
Table 56: Present status of marketing efforts 184
Table 57: Misconception about marketing 185
Table 58: Lack of marketing knowledge 185
Table 59: Lack of resources 186
Table 60: Lack of time 186
Table 61: Lack of training and education 187
Table 62: Attitude of consumers 187
Table 63: Attitude of the administration 188
Table 64: Accessibility of materials 191
Table 65: Study environment 193
Table 66: Satisfaction with library equipments 194
Table 67: Collection usefulness 195
Table 68: Conditions of collections 196
Table 69: Customer centeredness 197
Table 70: Staff attributes 199
Table 71: Customer appreciation 200
Table 72: Library fees from consumers 201
Table 73: Library fees from external users 202
Table 74: Willingness to pay 203
Table 75: Overall quality 204
Table 76: Customer satisfaction with the service performance of libraries in three
marketing cultures 223
viii
|
| adam_txt |
Contents
1. Introduction 1
1.1. Aim of the research 1
1.2. Background 1
1.3. Research questions 3
1.4. Structure of the dissertation 4
2. What is marketing? 6
2.1. The marketing concept 6
2.2. A look at some marketing definitions 7
3. Conceptual issues of services marketing 10
3.1. The service concept 10
3.2. Characteristics of services 12
3.2.1. Intangibility 12
3.2.2. Heterogeneity 13
3.2.3. Inseparability 13
3.2.4. Perishability 14
3.3. Service characteristics and libraries 14
3.4. Classical marketing mix: the "4 Ps" 15
3.4.1. Genesis and evolution of marketing mix 15
3.4.2. Product/ service 17
3.4.2.1. Product life cycle (PLC) 19
3.4.2.2. Information products and services in the context of libraries 20
3.4.2.3. Quality of library services and products 22
3.4.3. Price 23
3.4.3.1. Rationale for pricing 23
3.4.3.2. Pricing strategy 27
3.4.4. Place 28
3.4.4.1. Distribution channels 29
3.4.5. Promotion 31
3.4.5.1. Promotion methods 32
3.4.5.1.1. Public relations 33
3.4.5.1.2. Advertising 34
3.4.5.1.3. Personal selling 34
3.4.5.1.4. User orientation programmes 35
3.5. The "4Ps" inadequate: extension of the Ps 35
3.6. Expanded marketing mix for services 37
3.6.1. People 37
3.6.2. Physical evidence the concrete evidence and experiences 37
3.6.3. Process course of action in service delivery 38
i
I
3.7. Building relationships with customers: contemporary marketing approach 39
3.7.1. Quality in marketing 40
3.7.2. Internal marketing and libraries 42
3.8. Summary 43
4. Marketing planning 45
4.1. Planning concept in marketing 45
4.2. Process of marketing planning 46
4.2.1. Organisational analysis 48
4.2.2. Market research 48
4.2.3. Market segmentation 49
4.2.3.1 Strategies for market segmentation 52
4.3. Summary 54
5. Marketing culture 55
5 1. The concept of marketing culture 5 5
5.1.1. Defining marketing culture for service organizations 56
5.1.2. Marketing culture and leadership 5 7
5.2. Market orientation 58
5.2.1. Contemporary conceptualisation of market orientation 59
5.2.2. Definition of market orientation 60
5.2.3. Market orientation and service performance 61
5.3. Marketing culture and market orientation 62
5.4. Summary 62
6. Application of marketing in libraries: an overview 63
6.1. Marketing trends from 1969 1980 63
6.1.1. Summary 64
6.2. Marketing trends between 1980 90 64
6.2.1. Marketing research 65
6.2.2. Marketing strategy 66
6.2.3. Summary 67
6.3. Marketing connotations since 1990 67
6.3.1. Customer orientation 67
6.3.2. Marketing planning 68
6.3.3. Internal marketing 68
6.3.4. Pricing issue 69
6.3.5. Promotion and public relations 69
6.3.6. Marketing status in libraries 70
6.3.7. Competition 70
6.3.8. Quality 71
6.3.9. Relationship marketing 71
6.3.10. Marketing mentality 71
6.3.11. Summary 72
7. Methods and materials 73
7.1. Philosophical approaches and methodological assumptions of the study 73
7.2. Research methodology 75
7.2.1. Generation of research data 75
7.2.2. Identifying the respondents 75
7.2.3. Creating interview questionnaire for library director 75
7.2.3.1. Attitudes 76
7.2.3.2. Knowledge 76
7.2.3.3. Marketing in practise 76
7.2.3.4. Demographic characteristics of libraries 77
7.2.4. Questionnaire for library customers 77
7.2.5. Rationale behind attitude scale construction 78
7.2.5.1. Validation of attitude statements 79
7.2.6. Pilot study/ pre testing 79
7.2.6.1. Test interview 80
7.2.7. Conducting interviews 80
7.2.8. Research approaches for data analysis 81
7.2.9. Different procedures of the present study 81
7.2.9.1. Quantitative analysis 82
7.2.9.2. Classification of libraries on the basis of market orientation 82
7.2.9.3. Measurement of marketing attitudes 83
7.2.9.4. Measurement of marketing knowledge 83
7.2.9.5. Measurement of service performance of libraries 84
8. The results of empirical analysis 85
8.1. Three levels of market orientation 85
8.1.1. Customer philosophy 86
8.1.2. Inter functional coordination 88
8.1.3. Strategic orientation 91
8.1.4. Responsiveness 94
8.1.5. Competition orientation 97
8.1.6. Pricing orientation 98
8.1.7. Summary 100
8.2. Market orientation and library's characteristics 102
8.2.1. Marketing education 102
8.2.2 Exposure to marketing seminar 103
8.2.3. Years of professional experience 104
8.2.4. The year of last LIS education 105
8.2.5. The relation between the respondents' experience and year of their last LIS
education vis a vis market orientation 106
8.2.6. Market orientation on the basis of the size (staff strength) of the library 108
8.2.7. Summary 108
8.3. Marketing attitudes 110
8.3.1. Need for marketing 110
8.3.2. Convenience to the consumers (accessibility of services) 112
8.3.3. Physical environment of library 113
8.3.4. Pricing issue 114
8.3.4.1. Free of cost services 114
!
8.3.4.2. Assessment of direct and indirect cost 115
8.3.5. Promotional aspects (traditional) 1'6
8.3.6. Quality of services *16
8.3.7. Libraries' appreciation of their customers 1 lg
8.3.7.1. Consideration of Users' Shyness and other psychological factors 118
8.3.7.2. Consideration of the timeliness of the library's services and products 119
8.3.7.3. Consideration of sustaining traditional services 120
8 3 7 4 The necessity of monitoring and measuring the mission statement of the library
121
8.3.8. Developing relationship with customers 121
8.3.9. Internet as an effective tool for marketing 122
8.3.10. Implications and applications of marketing on libraries 123
8.3.11. Summary 125
8.4. Reflection of respondents' marketing knowledge 131
8.4.1. Important factors to increase the use of libraries 131
8.4.2. Efficient ways to increase the quality of library service 134
8.4.3. The notion about marketing in the library and information service context 137
8.4.4. Utility and importance of marketing 140
8.4.5. Knowledge of marketing tools 142
8.4.6. Identification of the target market and the ways to reach to them 144
8.4.7. Communication with the customers 147
8.4.8. Role of library's website vis a vis marketing 149
8.4.9. Developing relationship with the customers 153
8.4.10. Summary of chapter 8.4 156
8.5. Operational policies and activities in connection with marketing 162
8.5.1. Institutional Identity 162
8.5.1.1. Logo 162
8.5.1.2. Letter head 162 ;
8.5.2. Mission statement 163 \
8.5.3. Some marketing planning activities 164 ;
8.5.3.1. Marketing plan 164
8.5.3.2. Budget provision for marketing related activities 165
8.5.4. Decision making pattern 166
8.5.5. Marketing unit/personnel 167
8.5.6. Time spent on marketing 168
8.5.7. Customer Survey 168
8.5.8. Availability of facilities 171
8.5.9. Libraries and external customers 172
8.5.10. Pricing issue 174
8.5.10.1. Charging pattern 175
8.5.11. Library's publication 177
8.5.12. Promotional efforts (traditional) 178
8.5.13. On line relationship 182
8.5.14. Availability of written service philosophy on paper 183
8.5.15. Present status of marketing efforts 184
8.5.15.1. Misconception about marketing 184
8.5.15.2. Lack of marketing knowledge 185
8.5.15.3. Lack of resources 186
8.5.15.4. Lack of time 186
8.5.15.5. Lack of training and education 187 ;
i
8.5.15.6. Attitude of consumers 187
8.5.15.7. Attitude of the administration 188
8.5.16. Summary 188
8.6. Service performance of libraries: customers' feedback 191
8.6.1. Accessibility of services and products 191
8.6.2. Study environment 192
8.6.3. Satisfaction with library equipments 193
8.6.4. Collections usefulness 195
8.6.5. Condition of collections 196
8.6.6. Customer centeredness of services 197
8.6.7. Staff attributes 198
8.6.8. Customer appreciation 200
8.6.9. Customers' opinion about pricing issue 201
8.6.10. Overall quality 204
8.6.11. Summary 205
9. Discussion 208
9.1. Research methodology 208
9.2. The three levels of market orientation 209
9.3. Marketing attitudes in relation to three different market orientation 210
9.4. Marketing knowledge in relation to three different market orientation 212
9.5. Operational policies and activities in relation to three different market
orientation 213
9.6. The cultural profile of the three market oriented groups 214
9.6.1. The High Fliers The strong market oriented libraries 214
9.6.2. The Brisk Runners The medium market oriented libraries 216
9.6.3. The Slow Walkers The weak market oriented libraries 216
9.7. Barriers/ constraints in marketing 217
9.7.1. Attitudinal barriers in libraries 217
9.7.2. Attitudinal barriers of consumers 218
9.7.3. The knowledge and training barriers 219
9.7.4. Operational barriers 220
9.8. Benefits of being market oriented 222
9.8.1. Service encounter 224
9.9. Aim and research questions 225
10. Conclusions and recommendations 230
10.1. Antecedents 230
10.2. Market orientation 232
10.3. Facilitators 232
10.4. Consequences 233
10.5. Contribution of the dissertation 234
10.6. Suggestions for further research 235
References 236
Appendix 1: Questionnaire for library directors 263
Appendix 2: Questionnaire for library customers 276
Appendix 3: Factor analysis 281
Appendix 4: List of surveyed libraries 284
List of figures
Figure 1: Assumed relationship between key themes of the research 4
Figure 2: Correlation between factor and sum 83
Figure 3: Estimated marginal means of market orientation 86
Figure 4: Estimated marginal means of customer philosophy 88
Figure 5: Estimated marginal means of inter functional coordination 90
Figure 6: Estimated marginal means of strategic orientation 93
Figure 7: Estimated marginal means of responsiveness 96
Figure 8: Estimated marginal means of competition orientation 98
Figure 9: Estimated marginal means of pricing orientation 100 ;
Figure 10: Correlation between the respondents' experience and 107 j
Figure 11: Estimated marginal means of needs for marketing 111 i
Figure 12: Estimated marginal means of accessibility of services 112 i
Figure 13: Estimated marginal means of physical environment 113 j
Figure 14: Estimated marginal means of promotional aspects 116 j
Figure 15: Estimated marginal means of quality of services 118 I
Figure 16: Estimated marginal means of implications of marketing 124 i
Figure 17: Overall means of marketing attitudes in relation to market orientation 126
Figure 18: Level of marketing attitudes in relation to market orientation 128 !
Figure 19: Overall means of marketing knowledge in relation to market orientation 156 ;
Figure 20: Level of marketing knowledge in relation to market orientation 158
Figure 21: Estimated marginal means of availability of facilities 171
F igure 22: Charging pattern of services/ products 176
Figure 23: Promotional efforts of libraries 179
Figure 24: Accessibility of library materials 192 !
Figure 25: Study environment 193 j
Figure 26: Satisfaction with library equipments 194 j
Figure 27: Collections' usefulness 195 j
Figure 28: Condition of collections 196
Figure 29: Customer centeredness of services 198
Figure 30: Staff attributes 199
Figure 31: Customer appreciation 201 \
Figure 32: Library fees from consumers 202 \
Figure 33: Library fees from external consumers 203 j
Figure 34: Willingness to pay 204
Figure 35: Overall quality of library 205
Figure 36: Overall means of service performance of libraries in 206
Figure 37: Marketing approaches of different library cultures 215
Figure 38: Model showing linkages between critical components of the marketing culture
of a library and its service outcomes 231
List of tables
Table 1: Means of market orientation 82
Table 2: Means of customer philosophy dimension 87
Table 3: Means of inter functional co ordination dimension 89
Table 4: Means of strategic orientation dimension 92
Table 5: Means of responsiveness dimension 95
Table 6: Means of competition orientation dimension 97
Table 7: Means of pricing orientation dimension 99
Table 8: Knowledge of marketing concept 103
Table 9: Respondents' exposure of marketing seminar/conferences 104
Table 10: Years of professional experience 105
Table 11: Year of last professional qualification in LIS 106
Table 12: Size of the library 108
Table 13: Necessity of marketing programmes 111
Table 14: Free of cost services 114
Table 15: Assessment of direct and indirect cost 115
Table 16: Consideration of users' shyness and other psychological factors 119
Table 17: Continuous special efforts on library's products/ 120
Table 18: Sustaining traditional services 120
Table 19: Mission statement 121
Table 20: Relationship with users 122
Table 21: Internet as a marketing tool 123
Table 22: Use of the terms clients/ customers 124
Table 23: Is marketing a way to increase the use of libraries? 125
Table 24: Overall marketing attitude in relation to market orientation 127
Table 25: Overall marketing knowledge in relation to market orientation 157
Table 26: Library logo 162
Table 27: Letter head 163
Table 28: Library mission statement 164
Table 29: Plan for marketing programme 164
Table 30: Funds for marketing 165
Table 31: Proportion of budget spent on marketing 165
Table 32: Who decides the kinds of information products/services to be provided? 166
Table 33: Decision authority on money to spend on marketing 167
Table 34: Marketing unit 167
Table 35: Marketing personnel 168
Table 36: Proportion of time spent on marketing 168
Table 37: Customer survey 169
Table 38: Modes/methods of customer survey before starting new services/ products 170
Table 39 Modes/methods of customer survey before changing existing services/ products
170
Table 40: Library use by outsiders 1 72
Table 41: Library fees from users 173
Table 42: Difference in charging fees from different users 173
Table 43: Does library allow all categories of customers to 174
Table 44: System of fines for over due materials 174
Table 45: Service fee for information products/ services 175
Table 46: Newsletter/ bulletin 177
Table 47: Annual report 177
Table 48: Promotional task: sign, symbols, handouts and instructions 179
Table 49: Promotional task: notify users about the status of information services/ products
180
Table 50: Promotional task: demonstrations of OP AC, CD ROM, online services 181
Table 51: Promotional task: customer orientation programs 181
Table 52: Promotional task: customer group/ focus group meeting 182
Table 53: On line relationship 182
Table 54: Service philosophy 183
Table 5 5: Staff awareness about service philosophy 183
Table 56: Present status of marketing efforts 184
Table 57: Misconception about marketing 185
Table 58: Lack of marketing knowledge 185
Table 59: Lack of resources 186
Table 60: Lack of time 186
Table 61: Lack of training and education 187
Table 62: Attitude of consumers 187
Table 63: Attitude of the administration 188
Table 64: Accessibility of materials 191
Table 65: Study environment 193
Table 66: Satisfaction with library equipments 194
Table 67: Collection usefulness 195
Table 68: Conditions of collections 196
Table 69: Customer centeredness 197
Table 70: Staff attributes 199
Table 71: Customer appreciation 200
Table 72: Library fees from consumers 201
Table 73: Library fees from external users 202
Table 74: Willingness to pay 203
Table 75: Overall quality 204
Table 76: Customer satisfaction with the service performance of libraries in three
marketing cultures 223
viii |
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| index_date | 2024-07-02T13:43:04Z |
| indexdate | 2024-07-09T20:34:13Z |
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| spelling | Singh, Rajesh Verfasser aut Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour Rajesh Singh Åbo Åbo Akademis Förl. 2005 VIII, 285 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Zugl.: Åbo, Univ., Diss., 2005 Vetenskapliga bibliotek - marknadsföring - Finland sao markkinointi - tieteelliset kirjastot ysa Marketing (DE-588)4037589-4 gnd rswk-swf Wissenschaftliche Bibliothek (DE-588)4066573-2 gnd rswk-swf Finnland (DE-588)4017243-0 gnd rswk-swf (DE-588)4113937-9 Hochschulschrift gnd-content Finnland (DE-588)4017243-0 g Wissenschaftliche Bibliothek (DE-588)4066573-2 s Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014586462&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Singh, Rajesh Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour Vetenskapliga bibliotek - marknadsföring - Finland sao markkinointi - tieteelliset kirjastot ysa Marketing (DE-588)4037589-4 gnd Wissenschaftliche Bibliothek (DE-588)4066573-2 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4066573-2 (DE-588)4017243-0 (DE-588)4113937-9 |
| title | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour |
| title_auth | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour |
| title_exact_search | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour |
| title_exact_search_txtP | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour |
| title_full | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour Rajesh Singh |
| title_fullStr | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour Rajesh Singh |
| title_full_unstemmed | Marketing culture of Finnish research libraries an analysis of marketing attitude, knowledge and behaviour Rajesh Singh |
| title_short | Marketing culture of Finnish research libraries |
| title_sort | marketing culture of finnish research libraries an analysis of marketing attitude knowledge and behaviour |
| title_sub | an analysis of marketing attitude, knowledge and behaviour |
| topic | Vetenskapliga bibliotek - marknadsföring - Finland sao markkinointi - tieteelliset kirjastot ysa Marketing (DE-588)4037589-4 gnd Wissenschaftliche Bibliothek (DE-588)4066573-2 gnd |
| topic_facet | Vetenskapliga bibliotek - marknadsföring - Finland markkinointi - tieteelliset kirjastot Marketing Wissenschaftliche Bibliothek Finnland Hochschulschrift |
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