Intra‐organisational marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library

Paul James Harrison (Senior Associate, Deakin University, Malvern, Victoria, Australia)
Robin N. Shaw (Professor and Chair of Marketing, Deakin University, Malvern, Victoria, Australia)

Library Management

ISSN: 0143-5124

Publication date: 1 October 2004

Abstract

The measurement of both marketing culture and behaviour provides the opportunity to gain more insight into the overall market focus of organisations. This article seeks to determine the market orientation and marketing culture of all staff within organisations, to ascertain to what extent other members of an organisation support or create barriers to the successful implementation of the marketing concept. This paper will provide a brief overview of the existing literature in the field of market orientation and marketing culture. After detailing the research design and methodology, a summary developed from 11 focus group sessions – consisting of all staff in one public library service in Victoria, Australia – is presented. The findings indicate that while all areas within this organisation are committed to marketing, there are various interpretations of marketing and how it should be implemented. In addition, the research finds a number of factors that could be instrumental in the successful implementation of the marketing concept in public libraries.

Keywords

Citation

Harrison, P.J. and Shaw, R.N. (2004), "Intra‐organisational marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library", Library Management, Vol. 25 No. 8/9, pp. 391-398. https://doi.org/10.1108/01435120410562899

Publisher

:

Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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