A case study of library professionals’ attitudes towards marketing electronic resources in Oslo and Akershus University College of Applied Science

Marketing as a commercial term has already been implemented in the public sectors for example library. There are a lot of research studies paid attentions to marketing policies, activities as well as users. Meanwhile, there is only little academic literature focus on the librarians, who have important roles in the marketing process. As the executors of the marketing activities, librarians’ attitudes can affect the efficiency and achievements of marketing practice in the organization. Hence, the researcher conducted a case study to get an insight into the academic library staff’s attitudes towards marketing. This research set out to explore the attitudes of library professionals towards marketing electronic resources in Oslo and Akershus University College of Applied Science. By interviewing the library leaders, contact librarians, as well as some special librarians work on the digital resources, the researcher tried to find out what their attitudes towards the current marketing policies and implements are. In addition, through the interviews, the researcher also tried to find out whether the hierarchical positions or disciplines have the influences on library professionals’ attitudes. In the end, the researcher provided a set of recommendations for improving the current marketing policy and activities, as well as some suggestions for further research on relevant topics.Joint Master Degree in Digital Library Learning (DILL