Bibliography: leaves 251-262. / The investigation was undertaken to establish, in the first place, whether it is correct to assume that university library managers in South Africa do understand the main tenets of marketing. Secondly, the investigation was undertaken to determine whether these librarians actually do implement some or all of the principles of marketing in the management of their libraries. The study was carried out in two parts: a literature survey and an empirical investigation. The investigation was confined to university libraries in South Africa. The literature survey of the relevant marketing literature had a twofold purpose. In the first place, the marketing of libraries could only be properly appreciated within the context of understanding what is meant by marketing. Secondly, it was an underlying assumption of the investigation that in order to determine whether the management of South African university libraries did understand and apply the principles of marketing, the questions posed to them in the survey would of necessity have to reflect the principles, concepts, terminology and techniques of marketing, as established in the literature survey. The survey of marketing literature therefore endeavoured to establish clearly the main tenets of marketing and the techniques of marketing planning, the broadened marketing concept which has extended marketing to non-profit organizations, and, the significance of the interactive relationship of services marketing. A survey of the relevant literature of librarianship was undertaken to gain an insight into how marketing was perceived by the Anglo-American library world. It was against this broader background of the literature of librarianship that the South African experience was considered. As part of the empirical investigation a questionnaire was constructed and mailed to the respondents in order to determine whether the principles of marketing are understood and implemented by university libraries in South Africa. The analysis of the data obtained from the questionnaire indicated that the management of South African university libraries have a general understanding of the principles of marketing, although at present only a small minority have an in-depth knowledge of it. From the analysis of the data it is also apparent that South African university library managers to a greater or lesser extent do carry out some of the main activities of marketing, although, for the present, they do not necessarily consider that they are implementing formal marketing planning in their libraries. Only a small minority of university libraries are actually engaged in some formal marketing activities.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uct/oai:localhost:11427/8365 |
| Date | January 1990 |
| Creators | Syphus, Matthew |
| Contributors | Ivey, D L |
| Publisher | University of Cape Town, Library and Information Studies Centre (LISC) |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Master Thesis, Masters, MBibl |
| Format | application/pdf |
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