Application of Marketing Theory and Public Relations to Library Administration

一ts frame of reference and significance in library management一(I)

Abstract

The application of marketing theory in library management is a sort of fashion today especially in the Western countries. It does not mean, however, that a marketing theory is well formulated in the theory of library management. Together with marketing theory, the concept of public relations (PR) seems to be important as well.
It is also true that there is some confusion, both theoretically and practically. It is necessary to clarify the frame of reference of marketing and PR and to find their positions in the theory of library management, so that marketing and PR can be workable concepts in library activities. This paper discusses the application of marketing and PR theory, which were originally developed in business administration, to library management as a nonprofit organization, in the belief that marketing and PR theory will help reshape a better relationship between a library and the public.
First of all, the paper reviews the general theory of marketing and public relations, and try to make it applicable to a non-profit organization like a library. Secondly, the paper analyses the conditions in the library organization and personnel policy that are required for a successful application of marketing and PR theory. The paper also refer to the circumstances peculiar to the Japanese library community which may cause some problems for marketing and PR in a library. Lastly, the paper discuss the benefits of marketing and PR activities, and envisage the future of library management.