Faculty marketing analysis of community college libraries and the relationship of marketing activities to utilization.

摘要

The purpose of this study was to determine if there was any relationship between marketing and utilization of library services/facilities at the fifteen two-year colleges in the University System of Georgia. Furthermore, the study identified the marketing methods part-time and full-time faculty perceived utilized by their campus libraries to make them aware of library services/facilities, their level of library satisfaction and future library needs. Marketing activities included in this study were product, place, price and promotion.; Statistics revealed that (1) part-time faculty perceive themselves marketed to less than full-time faculty; (2) part-time initially learn about the library through colleagues, librarians and department heads while full-time initially learn about the library through librarians, colleagues and library orientations; (3) both groups are updated on the library through librarians, library publications; (4) full-time faculty utilize the library more than part-time faculty; (5) factors affecting faculty utilization are personal collection and lack of time; (6) cost of services was not a factor affecting utilization; (7) reasons to utilize library are reading current journals and checking out materials; (8) no significant relationship was found between marketing and utilization; (9) high level satisfaction was found for library in both groups; (10) perceived future needs were more books followed by more journals.