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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

机译：组织内部的营销文化和市场定位：在公共图书馆中实施营销概念的案例研究

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摘要

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.
机译：对营销文化和行为的衡量提供了机会，可以更深入地了解组织的整体市场重点。本文旨在确定组织内所有员工的市场定位和营销文化，以确定组织的其他成员在多大程度上支持或阻碍成功实施营销观念。本文将简要概述市场定位和营销文化领域的现有文献。在详细介绍了研究设计和方法之后，提出了11个焦点小组会议的总结，这些焦点会议由澳大利亚维多利亚州一个公共图书馆服务部门的所有工作人员组成。调查结果表明，尽管该组织内的所有领域都致力于营销，但对营销及其应如何实施有多种解释。此外，研究还发现了许多因素，可能对公共图书馆成功实施营销观念具有重要作用。

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