A survey of public librarians\u27 attitudes toward the marketing of library services

The purpose of this study was to identify attitudes of public librarians toward the marketing of library services, and relate these attitudes to selected independent variables. A questionnaire was developed and mailed to 1198 individual members of the New Jersey Library Association. Usable responses were received from 415 public librarians. The results were analyzed using various statistical techniques, including correlations and analysis of variance (ANOVA). Although most of the respondents had generally positive attitudes toward library marketing, there were some statistically significant differences between subgroups. For example, more positive attitudes toward marketing were expressed by library administrators, librarians who had taken a course or workshop in marketing, arid those who perceived marketing to be a high priority in their libraries. Implications for library practice and library education are briefly discussed