Post on 06-Jul-2015
Adopting a New MO: Meeting Patron Needs and Transforming Libraries
through Market Orientation
ALCOP Conference – October 9, 2011 – Philadelphia, Pennsylvania
Matthew P. Ciszek
Penn State University Libraries
mpc16@psu.edu
www.personal.psu.edu/mpc16
www.slideshare.net/mciszek
References
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and Information Science, 41(1), 39-50.
Cravens, D. W. & Piercy, N. F. (2006).Strategic Marketing. Irwin, NY: McGraw-Hill.
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
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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
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Parker, S., Kaufman-Scarborough, C., & Parker, J. C. (2007). Libraries in Transition to a
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Nonprofit and Voluntary Sector Marketing, 12, 320-337.
A d o p t i n g a N e w M O | 2
Savard, R. (1996). Librarians and Marketing: An Ambiguous Relationship. New Review of
Information and Library Research, 2(1), 41-55.
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Singh, R. (2009). Mind the Gap: Unlocking the Relationship between Market-Orientation and
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Additional Resources
Gupta, D. K. &Jambekhar, A. (2002). What is Marketing in Libraries? Concepts, Orientations,
and Practices.Information Outlook 6(11), 24-30.
Sen, B. (2010). Theory, Research and Practice in Library Management 8: Market Orientation.
Library Management, 31(4/5), 344-353.
Singh, R. (2007). Developing a Marketing Culture.Feliciter, 3, 145-147.
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.