Does your library have an attitude problem towards ‘marketing’? Revealing inter-relationship between marketing attitudes and behaviour

Abstract

This paper attempts to find if there is any connection between the marketing attitudes and behaviour of librarians in thirty-three different libraries of Finland. Based on market-oriented behaviour, three kinds of libraries were found: strong, medium and weak. The findings indicate a positive relation between the marketing attitudes and behaviour. Furthermore, this paper attempts to explore the underlying factors behind the positive marketing attitudes and behaviour and discusses their managerial implications for the librarianship profession.