Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

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

Intra‐organisational marketing culture and market orientation: a case study of the implementation... 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Management Emerald Publishing

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

Paul James Harrison; Robin N. Shaw
Library Management , Volume 25 (8/9): 8 – Oct 1, 2004
Download PDF
8 pages

Loading next page...
 
/lp/emerald-publishing/intra-organisational-marketing-culture-and-market-orientation-a-case-ZJyQzSWkdg
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0143-5124
DOI
10.1108/01435120410562899
Publisher site
See Article on Publisher Site

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.

Journal

Library Management – Emerald Publishing

Published: Oct 1, 2004

Keywords: Marketing strategy; Public libraries; Focus groups; Australia

References

  • Understanding Attitudes and Predicting Social Behavior
    Ajzen, I.; Fishbein, M.
  • Management Strategies for Arts‐related Businesses
    Björkegren, D.
  • Marketing public library services: the gap between theory and reality in Britain
    Booth, J.
  • Employees, customers and internal marketing strategies in LIS
    Broady‐Preston, J.; Steel, L.
  • Relationship Marketing: Bringing Quality, Customer Service and Marketing Together
    Christopher, M.; Payne, A.; Ballantyne, D.
  • Organisational culture and marketing: defining the research agenda
    Deshpandé, R.; Webster, F.E.
  • Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis
    Deshpandé, R.; Farley, J.U.; Webster, F.E.
  • The Practice of Management
    Drucker, P.F.
  • Applying the marketing concept to cultural organisations: an empirical study of the relationship between market orientation and performance
    Gainer, B.; Padanyi, P.
  • The different roles of satisfaction, trust, and commitment in customer relationships
    Garborino, E.; Johnson, M.S.
  • The market orientation concept in the private nonprofit organisation domain
    González, L.I.Á.; Vijande, M.L.S.; Casielles, R.V.
  • Strategic Management and Marketing in the Service Sector
    Grönroos, C.
  • Service Management and Marketing: A Customer Relationship Management Approach
    Grönroos, C.
  • Marketing orientation revisited: the crucial role of the part‐time marketer
    Gummesson, E.
  • Barriers to market orientation: the view from the shopfloor
    Harris, L.
  • Market orientation: toward an integrated framework
    Heiens, R.A.
  • The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction and Value
    Heskett, J.L.; Sasser, W.E. Jr; Schlesinger, L.A.
  • A multiple‐layer model of market‐oriented organisational culture: measurement issues and performance outcomes
    Homburg, C.; Pflesser, C.
  • Market orientation: antecedents and consequences
    Jaworski, B.J.; Kohli, A.K.
  • Customer mind‐set of employees throughout the organisation
    Kennedy, K.N.; Lassk, F.G.; Goolsby, J.R.
  • Market orientation: the construct, research propositions and managerial implications
    Kohli, A.K.; Jaworski, B.
  • MARKOR: a measure of market orientation
    Kohli, A.K.; Jaworski, B.J.
  • From sales obsession to marketing effectiveness
    Kotler, P.
  • Strategic Marketing for Nonprofit Organizations
    Kotler, P.; Andreasen, A.R.
  • The effects of organisational culture and market orientation on the effectiveness of strategic marketing alliances
    Leisen, B.; Lilly, B.; Winsor, R.D.
  • Internal marketing and supply chain management
    Lings, I.N.
  • The marketing and public relations practices of Australian performing arts presenters
    McDonald, H.; Harrison, P.
  • The effects of strategy type on the market orientation‐performance relationship
    Matsuno, K.; Mentzer, J.T.
  • The effect of a market orientation on business profitability
    Narver, J.C.; Slater, S.F.
  • A Conceptual Model of Service Quality and Its Implications for Future Research
    Parasuraman, A.; Zeithaml, V.A.; Berry, L.L.
  • SERVQUAL: A Multiple‐item Scale for Measuring Customer Perceptions of Service Quality
    Parasuraman, A.; Zeithaml, V.A.; Berry, L.L.
  • Marketing influences on the relationship between market orientation and profitability in small industrial firms
    Pelham, A.M.
  • Market orientation and other potential influences on performance in small and medium‐sized manufacturing firms
    Pelham, A.M.
  • Internal marketing: making marketing happen
    Piercy, N.; Morgan, N.
  • Competitive Advantage
    Porter, M.
  • Bad medicine
    Quinlivan, B.
  • Cognitive, affective and behavioral components of attitudes
    Rosenberg, M.J.; Hovland, C.I.
  • Marketing and libaries
    Shuter, J.
  • Product‐market strategy and performance: an analysis of the Miles and Snow strategy types
    Slater, S.F.; Narver, J.C.
  • Market orientation, customer value, and superior performance
    Slater, S.F.; Narver, J.C.
  • Does competitive environment moderate the market orientation‐performance relationship?
    Slater, S.F.; Narver, J.C.
  • The role of organizational service climate in generating control and empowerment among workers and customers
    Yagil, D.; Gal, I.