A Welcome Dialogue Concerning the Need for Research on the Effectiveness of Summer Library Reading Programs: A Response to Ray Lyons's Critique

In his article, “Overstating Summer Reading Impact: The Dominican Study,” which appeared in PLQ 30, no. 1 (2011), library consultant Ray Lyons, who is the codeveloper and coauthor with Keith Curry Lance of LJ’s Star Rating system, published a critique of the study authored by Susan Roman, Deborah Carran, and Carole Fiore. PLQ editors provided an opportunity for the three scholars involved in the Dominican University-LIS study to reply to the article. This communication is that reply.     

A Study of the Variables Influencing Academic Library Staff's Attitudes Toward Marketing

This article aims to present an insight into some of the factors influencing the attitudes of academic library staff in three UK university libraries toward marketing and how these factors could be incorporated into an existing model. An online questionnaire about attitudes to marketing and personality was completed by 54 academic library staff from three UK universities. Four academic library management staff were also selected for in-depth interviews. The results indicated that academic library staff have a positive attitude toward marketing and feel that it is vital in the current environment. The research found that personality factors such as extroversion and openness to change, experience and training influenced marketing attitudes. It also revealed that academic library staff were unclear of the definition of marketing, leading to a possible misunderstanding and mistrust of the terminology. The research discovered a gap in marketing knowledge and understanding that must be addressed for marketing success to be achieved. The findings supported the definition of marketing for individual academic libraries as a prerequisite to strategic marketing planning and the importance of considering the attitudes of staff when implementing marketing strategy.