Adopting a New MO: Meeting Patron Needs and Transforming Libraries through Market OrientationALCOP Conference – October 9,...
Adopting a New MO  - References
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Adopting a New MO - References

  1. 1. Adopting a New MO: Meeting Patron Needs and Transforming Libraries through Market OrientationALCOP Conference – October 9, 2011 – Philadelphia, Pennsylvania<br />Matthew P. CiszekPenn State University<br />References<br />Aharony, N. (2009). Librarian’s Attitudes towards Marketing Library Services. Journal of Library and Information Science, 41(1), 39-50.<br />Cravens, D. W. & Piercy, N. F. (2006). Strategic Marketing. Irwin, NY: McGraw-Hill.<br />Elder, J. J., Forrest, C., & Thomas, S. (2005). Students are Users, Too: A Research Library Reaches Out to the “Undergraduate Market” at Emory University. College and Research Libraries News, 66(3), 214-215.<br />Ewers, B. (2004). Walking the Talk: Market Orientation in Academic Libraries: A Case Study of Queensland University of Technology Library, Australia. Paper presented at the 25th Annual Conference of the International Association of Scientific and Technological University Libraries, Krakow, Poland. Retrieved from<br />Harrison, P. J. & Shaw, R. N. (2004). Intra-organizational Marketing Culture and Market Orientation: A Case Study of the Implementation of the Marketing Concept in a Public Library. Library Management, 25(8/9), 391-398.<br />Kohli, A. K. & Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.<br />Narver, J. C. & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.<br />Parker, S., 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, 320-337.<br />Savard, R. (1996). Librarians and Marketing: An Ambiguous Relationship. New Review of Information and Library Research, 2(1), 41-55.<br />Sen, B. (2006). Defining Market Orientation for Libraries. Library Management, 27(4/5), 201-217.<br />Sen, B. (2006). Market Orientation: A Concept for Health Libraries. Health Information and Libraries Journal, 23, 23-31.<br />Singh, R. (2009). Does Your Library Have a Marketing Culture? Implications for Service Providers. Library Management, 30(3), 117-137.<br />Singh, R. (2009). Mind the Gap: Unlocking the Relationship between Market-Orientation and Service Performance. Library Review, 58(1), 28-43.<br />Additional Resources<br />Gupta, D. K. & Jambekhar, A. (2002). What is Marketing in Libraries? Concepts, Orientations, and Practices. Information Outlook 6(11), 24-30.<br />Sen, B. (2010). Theory, Research and Practice in Library Management 8: Market Orientation. Library Management, 31(4/5), 344-353.<br />Singh, R. (2007). Developing a Marketing Culture. Feliciter, 3, 145-147.<br />Singh, R. (2009). Does Your Library Have an Attitude Problem towards Marketing? Revealing the Inter-relationship between Marketing Attitudes and Behaviour. Journal of Academic Librarianship, 35(1), 25-32.<br />