Libraries in transition to a marketing orientation: are librarians' attitudes a barrier?

This study examines librarians' attitudes toward the marketing of library services, as libraries continue their transition to a marketing orientation. Although prior studies had observed misunderstandings and hostility to marketing among librarians, most previous discussions of this topic were either speculative or based on extremely small samples. In order to provide more evidence in this matter, a large‐scale survey of members of the New Jersey Library Association (NJLA) was conducted. A ‘Pro Marketing’ scale was introduced and used to segment participants with respect to their attitudes. The findings indicate that most respondents expressed relatively positive attitudes toward marketing, but that more positive attitudes were expressed by public librarians than school or college/university librarians, and by administrators as opposed to reference and technical services librarians. Illustrative respondent comments and implications for library management are included. Copyright © 2007 John Wiley & Sons, Ltd.