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

Harrison, Paul and Shaw, Robin 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.

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Title Intra-organisational marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library
Author(s) Harrison, Paul
Shaw, Robin
Journal name Library management
Volume number 25
Issue number 8/9
Start page 391
End page 398
Publisher Emerald Group Publishing
Place of publication Bingley, England
Publication date 2004
ISSN 0143-5124
1758-7921
Summary 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.
Notes Reproduced with the kind permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2004, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30002565

Document type: Journal Article
Collections: Deakin Graduate School of Business
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