Marketing Orientation of national libraries

This study investigates how far European national libraries have adopted marketing principles and developed a marketing orientation to face new challenges. The degree of a marketing orientation was analysed in the websites of 14 national libraries, the national library buildings of Austria, Belgium, Britain, Germany, the Netherlands and Portugal were observed and rated, and managers of these organisations interviewed. Analysis showed varying attitudes to marketing, with the British Library having the most advanced approach in developing a marketing orientation. Other national libraries had adopted certain aspects of a marketing orienta-tion but lacked a coherent approach. Recommendations made in the area of website design included the better use of digital re-sources and introduction of Web 2.0 features. In regard to national library buildings it was recommended to have one central point of access from where the visitor is guided through the building. Developing a marketing orientation was a major but beneficial step in the evolution of a national library. It required a shift of perspective from inward to outward looking and the willingness to learn from other markets. A marketing orientation was a way of addressing the future challenges successfully.