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 Librariesmpc16@psu.eduwww.personal.psu.edu/mpc16www.slideshare.net/mciszek<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 http://www.iatul.org/doclibrary/public/Conf_Proceedings/2004/Barbara20Ewers.pdf<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 />
