Social and Behavioral Sciences Commons^™

The Impact Of The Market Orientation Concept On Marketing Performance In The Libraries Of Jordanian Universities From The Point Of View Of Managers And Heads Of Departments, Fadel Jamil Klaib

Library Philosophy and Practice (e-journal)

This study aimed to investigate the impact of the application of the market orientation concept and its components on marketing performance in state and private university libraries in Jordan from the point of view of their managers and heads of departments. The initial study sample consisted of 170 library managers and heads of departments, of whom 95 (55.9 %) responded to the questionnaire.

The study revealed that both state and private university libraries in Jordan apply the concept of market orientation, although there are differences in the application of the components of market orientation. It also revealed that there are …