The Study of Relationship between Attitudes to Marketing Activities and Organizational Culture in the Organization of Libraries, Museums and Documents

Goal: Having an appropriate organizational culture is one of the main factors for implementing effective marketing in the libraries and information centers; therefore this study examines the relationship between attitudes to marketing activities and organizational culture. The research method is descriptive correlational type. The participants were all of the 1.5 employees and managers in the organization in 2812. They completed two questionnaires measuring attitudes to marketing activities and organizational culture. After excluded 42 incorrect questionnaires, other questionnaire analyzed. Pierson correlation coefficient was used to analyze data. There is a positive and meaningful relationship between the clan culture and need to marketing, the adhocracy culture and need to marketing and also the hierarchy culture and usage of the marketing plan. Furthermore there is a negative and meaningful relationship between clan culture and usage of the marketing plan and also hierarchy culture and need to marketing. From the employees and managers viewpoint, the hierarchical culture is the dominant culture in the organization. Also if the clan and adhocracy cultures improve more in the organization, the need to marketing will improve too.