Systematic Review: Marketing Practices and Librarian Attitudes
Courtney Terry
LI810
Emporia State University
May 4, 2013
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Abstract
Currently, information services are so widely available from a variety of sources. In order to maintain relevancy in a time where anyone can find anything on the internet, libraries must learn to efficiently advertise their services to their audiences. What are the current attitudes towards marketing within the library community? What can we learn from these attitudes in order to create more effective marketing strategies for libraries?
In this systematic review of articles relating to library marketing, I analyzed the findings from two different survey studies, one involving librarians in the United
States, the other for academic library directors in Finland. Both studies revealed a series of variables that have a strong influence over librarian attitudes towards marketing, including library experience, previous educational experiences, position within the library, and other demographics. Another study analyzed was a historical study of library publications from inception to 1930 to investigate marketing strategies employed by librarians throughout the identified “Era of Institutional
Development”. This study revealed that librarians have been employing alternative marketing strategies to promote services from the beginning, mainly through trade publications and networking.
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Introduction and Overview of the Problem
The American Marketing Association defines marketing as “ the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”
(2004). In this definition, many of the tenets of marketing are the same for the primary mission of the library, which is to create, communication, deliver and exchange information for our patrons and community. The term marketing, however, does carry negative connotations in the perspective of many librarians
(Singh, 2009,
Parker, Kaufman-Scarborough, & Parker, 2007). Part of the reasoning may be a lack of understanding about the concept of marketing. As Gupta and Jambheker explain:
“Although marketing is not new to library and information sciences, there are many opinions about what role it plays. Some people equate it with the pursuit of sales rather than customer satisfaction. Others view it as a the production of brochures and other low-level marketing communications.” (2002)
Marketing is not new to libraries, yet so many current librarians don’t utilize marketing strategies. The benefits of a successful marketing campaign would be greater use of the library’s resources. So why aren’t more libraries creating marketing plans and making marketing a priority in their libraries? In this paper, we will look at studies completed with two different types of librarian populations and their findings regarding librarian attitudes. We’ll also look at an article that provides a historical perspective on libraries and marketing. The goal of this systematic review is to identify not only librarian barriers to marketing solutions, but also what we can learn from these obstacles in order to create a more comprehensive pro-
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marketing environment within the librarian community, and therefore ensuring the relevancy of libraries.
Methodology
The articles were chosen using a Worldcat Article search, in order to draw results not only from library science databases, but also from databases with a focus on marketing. The keyword terms “marketing” and “libraries” were initially used, with limiters for articles dated 2000 – 2013. The articles were chosen for their formatting (quantitative data collection), but also because of their specific focus on barriers to marketing practices by librarians. One article was chosen to represent a sample of U.S. libraries, while the other represented directors of academic libraries.
The article on academic libraries was written by an Emporia State SLIM professor, which also influenced the selection process. The historical retrospective article was chosen to add a variety of research for the systematic review, as well as provide background information regarding marketing practices by libraries. Historical research is also valuable to not only provide information about past practices, but to identify recurring patterns of behavior in the contemporary (Connaway, & Powell,
2010).
Results
Both articles identified similar barriers to librarian participation in marketing practices. In the
Parker, Kaufman-Scarborough, & Parker article, the sample was made up of survey responses from librarians active in New Jersey Library
Association. Two-thirds of the respondents were public librarians, while a majority (75 percent or higher) of respondents were female, over the age of 46, and had their masters’
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degree in library sciences. Only 4.6 percent of librarians, however, reported taking marketing courses during their library science studies. 60.6 percent of librarian respondents being employed in libraries for sixteen years or more.
According to Parker, Kaufman-Scarborough, & Parker, the majority librarians surveyed agreed with the importance of marketing strategies for libraries, recognizing the need to implement practices within their libraries. The authors stated the need to look further into the subgroups of librarians involved in the study, in order to “separate those who truly support library marketing form those who are not yet fully convinced of its value” (2007). There was also a qualitative component in the form of an open-ended question, but because of the low response rate, the authors used the comment from librarians not for generalization of attitudes, but for additional perspective to the quantitative data analysis.
The results of the study revealed that although implementing marketing concepts were favorable among most libraries surveyed, there were significant patterns based on the independent variables. Public librarians, for example, were more accepting of marketing practices, as were library administrators. This is logical, given the nature of public libraries to seek community outreach, and for library management to be most aware of community opinion of the library and the need to efficiently advertise library services. Librarians that had taken marketing courses, or participated in marketing workshops or training, were also more accepting to adopting marketing practices.
The study by Dr. Rajesh Singh regarding librarian attitudes towards marketing focused on a different population of librarians, but the results were similar. Dr. Singh conducted interviews with the directors of 33 academic and special libraries in Finland.
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The interview questions were both quantitative and qualitative, utilizing both open-ended questions about marketing attitudes and questions based from a pre-existing marketing orientation scale. Based on their scores on the scales, libraries were divided into three categories – weak, medium and strong market oriented. Weak market orientation was identified as not having a priority for marketing with the library organization, and an
“introverted” attitude – one that is more library focused and supportive of maintain traditional library attitudes towards marketing. On the opposite end of the spectrum, strong market orientation was defined as maintaining a holistic approach to marketing, recognizing the importance of marketing for all aspects of library services. The variables measured on the orientation scale included customer philosophy, inter-functional coordination, strategic orientation, responsiveness, competition orientation, and pricing orientation.
Of the 33 library directors interviewed, eight scored a weak market orientation, seventeen were ranked medium, and eight were ranked strong on the market orientation scale.
The third article analyzed used historical library journals and publications to gage the presence of marketing awareness among libraries from 1876 through the 1930s. It referenced the first libraries operated in the United States, drawing comparisons between the onset of new technology during the later part of the 19 th
century, and current environments. Kleindl stated that an increased awareness of marketing practices, brought on by the “Era of Institutional Development”, was common among industries of the time that were directly involved in created a new market for their services. This was also the time when libraries began to build a connection between their mission for services and
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the actual target populations needed. In keeping with the “library for the masses philosophy”, early library publications surveyed advised librarians to “buy the books that people consciously or unconsciously needed. Libraries were not to create demand but simply supply the demand that had been created.” (2007) Another unique aspect to early library marketing development was the distinct lack of competition between neighboring libraries, rather cultivating an environment of resource sharing and support.
A survey of period literature also reveals an acute awareness by librarians of their target populations and marketing segmentation, which many different early sources identifying and recommending services for different groups of people, particularly children, businessmen and the “working man”. It also highlighted the use of mixed media promotions for library services, such as newspaper advertisements, telephone solicitations (one example referenced a telephone specifically directed at children), signs and posters in the community and also distributed with collaboration from local businesses. These practices were common for many industries at the time. Additionally, many libraries tracked the success of their marketing campaigns, in order to utilize the data for future reference.
Discussion and Conclusions
The three articles analyzed have shown that contrary to some professional opinions regarding the lack of marketing expertise within libraries, librarians have historically and are currently supportive of utilizing marketing techniques within the library environment. This research has also shown, however, that there are significant gaps between the attitudes of different librarian types. As the Parker, Kaufman-
Scarborough, & Parker article showed, public librarians are more open to marketing
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practices than academic, school or special libraries. This is most likely due to the nature of users of public libraries – unlike other institutions with readily available populations who need the library services (students, for example), public libraries must actively seek visitors based on services the community may not know about. An awareness of this need has been documented since the inception of public library, according to Kleindl. The importance of a positive marketing attitude by library administration is reflected in both the Parker, Kaufman-Scarborough, & Parker article and the Singh article. In fact, support from administration was identified as one of the more important factors in determining whether or not librarians seek further marketing training and experience or recognize the importance of prioritizing marketing within the library’s strategic plan.
Drawing from these conclusions, we can assuredly state that in order to increase successful and effiecent marketing practices in the current library environment, we need to cultivate a Strong marketing orientation, one in which we take a holistic approach to marketing in all aspects of library service, as well as encourage further training and development. The main obstacle that exists to developing positive attitudes towards marketing is ignorance and preconceived conceptions of marketing as a tool to make money, rather than serve patrons. By becoming aware of what marketing practices have been successful in the past, we can also implement programs based on current patron needs. In conclusion, marketing for libraries doesn’t have to be a struggle- librarians already posses the tools and the positive attitude needed to improve library outreach, and through administrative support and education opportunities, it is possible.
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Limitations
Neither of the articles involving library surveys discussed results describing what type of marketing practices were or were not being utilized in their respondent libraries.
It would have been interesting to note what marketing technique the libraries were already practices, and compare them to the historical data presented by Kleindl.
Espeically considering the role of social media and other technologies that libraries are currently adapting for use, it would have been valuable to know which libraries were using what marketing methods, and how that correlated with positive marketing attitudes.
Also, in terms of sample size, the majority of librarians were in administrative positions, experienced in library work, and/or older. A further exploration in the differences in attitude between younger librarians with less experience towards marketing practices would be relevant, especially considering the current environment as the baby boomer generation of librarians retire and a new generation of librarian with cultural different perspectives join the library field (Parker et al. 2007).
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Study
(Authors
/Date)
Richard Parker
Carol Kaufman-
Scarborough
Jon C. Parker
2007
Brad Kleindl
2007
Hypothesis Methodology Analysis Findings
Many librarians did not support the idea of library marketing, and didn’t have full understanding of what marketing actually involves.
Differences in attitudes toward marketing would be related to variables such as librarians’ differing job descriptions, the type of library in which they are employed and their previous involvement in library marketing activities.
Provide further insight into how marketing develops in organizations and spreads across industries.
Libraries have been using marketing techniques since their inception
Survey
(Likert scale)
(Hypothesized variables)
Created questions using interest groups of practicing librarians & grad students
Survey by mail to
1198 members of
NJLA
Qualitative component via open ended questions
Independent variables: age, type of library, position, experience, level of education, previous marketing experience, both academic and personal
Historical
Period journal abstracts related to libraries and marketing
Period library journals searched for marketing
Library journals from 1895-1930
– Library Journal
& Public Libraries
Business journals of the period
Created a “pro marketing scale”
Cronbach’s alpha coefficient
ANOVA
Correlation analysis with independent variable
Regression analysis
Qualitative results: small number of responses, but offered interesting individual perspectives
Creation of tables with bibliographical references for different types of promotional strategies
Most of the respondents in the study tended to express generally positive attitudes toward marketing.
Statistical differences between subgroups:
More positive attitudes towards marketing from:
Public Librarians vs.
School/Academic
Administrators vs.
Reference/TS
Librarians with more:
Library experience
Previous marketing experience
Marketing course/workshops
Perceived higher priority for marketing
Librarians looks to period business practices for inspiration, which tapped into pre-existing strategies
Librarians set their mission within a market-orientation framework
Librarians did not invent the market strategies they adopted, instead they relied on an evaluation of accepted period business practices & adapted them.
Librarians used trade journals to share marketing strategies.
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Rajesh Singh
2009
Excellent!
“The purpose of the study is to better understand the attitudes of the academic librarians and how it relates to their marketing behavior.
Moreover, this paper attempts to highlight the underlying factors behind the typical marketing attitudes and behaviors and discusses their managerial implications of the LIS sector.
Survey
Fall 2002 –
Spring 2003
Libraries selected from the home page of Gateway to Finnish
Research
Libraries – 23 university & 10 special libraries in Southern
Finland.
Targeted library directors
Chose diverse subject fields
Interview guide of open & close ended questions
23 statements created a “market orientation”
Likert scale
Cronbach alpha coefficient
F-test & cross tabulation
Factor
ANOVA
Profiles of library were divided into 3 groups based on Analysis:
Strong Market Oriented
Libraries, Medium Market
Oriented Libraries, Weak
Market Oriented libraries
8 libraries were Weak, 17 libraries were medium, 8 were strong
Positive connected between marketing attitudes and behavior, but there can be exceptions when attitudes and behavior aren’t in accordance – variety of factors: professional experience, marketing education, seminars, training course, personality of individuals, institutional culture.
Positive marketing attitude of library leadership is a prerequisite for the market oriented behavior
Lack of marketing knowledge is a major constraint in their willingness to practice marketing concepts
Marketing education, both formal and informal, has a major effect on marketing attitudes
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References
American Marketing Association. (2004, October). Definition of marketing . Retrieved from http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
Connaway, L. S., & Powell, R. R. (2010). Basic research methods for librarians. Santa
Barbara, Calif.: Libraries Unlimited.
Gupta, D. K., & Jambhekar, A. (2002, November). What is marketing in libraries?
Concepts, orientations, and practices. Information Outlook, 6(11), 24+.
Kleindl, B. (2007). Marketing Practices Used by the Emerging American Public Library
System from Inception to 1930. Journal of Macromarketing, 27(1), 65–73. doi:10.1177/0276146706296712
Parker, R., Kaufman-Scarborough, C., & Parker, J. C. (2007). Libraries in transition to a marketing orientation: are librarians’ attitudes a barrier? International Journal of
Nonprofit and Voluntary Sector Marketing, 12(4), 320–337. doi:10.1002/nvsm.295
Singh, R. (2009). Does your library have an attitude problem towards “marketing”?
Revealing inter-relationship between marketing attitudes and behaviour. The
Journal of Academic Librarianship, 35(1), 25–32. doi:10.1016/j.acalib.2008.10.017
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