Abstract:
This study investigates the gap between marketing theory and the perception of marketing by special librarians in New Zealand. The Marketing Mix or 4 P's of marketing provides the framework for the research. A survey was distributed asking for all special librarians in New Zealand to respond. Four interviews were also undertaken to gather further data. The research found that there is a significant gap in the between marketing theory and the perception of special librarians in New Zealand. Most special librarians see marketing as promotion. Further investigation finds that a number of special librarians see the use of an intranet and the services they provide as promotion, indicating that there is some awareness of the marketing principles, but they are not aware that these are marketing principles. Findings show that attending a marketing course significantly improves knowledge and understanding of marketing principles. Suggestions for further research are given.
