Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century
The present study investigates the feasibility of implementing marketing principles within the academic libraries of government-sponsored universities in Tehran. The study focused on the attitude of library managers towards this issue. A survey method, using a questionnaire as a data collection...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Regional Information Center for Science and Technology (RICeST)
2012-07-01
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| Series: | International Journal of Information Science and Management |
| Online Access: | https://ijism.ricest.ac.ir/index.php/ijism/article/view/119 |
| _version_ | 1818760082444255232 |
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| author | R. Basirian Jahromi M. A. Erfanmanesh |
| author_facet | R. Basirian Jahromi M. A. Erfanmanesh |
| author_sort | R. Basirian Jahromi |
| collection | DOAJ |
| description | The present study investigates the feasibility of implementing marketing principles within the academic libraries of government-sponsored universities in Tehran. The study focused on the attitude of library managers towards this issue. A survey method, using a questionnaire as a data collection tool was used. Findings demonstrated that the level of managerial familiarity with the concept of marketing in libraries was average. However there was more than average familiarity with the components of a marketing plan. Findings regarding the application propensity for each of the 4Ps marketing mix in libraries indicated that the product, place, promotion, and price were the focus of library managers. With respect to the feasibility of implementation of marketing principles, it was average. |
| first_indexed | 2024-12-18T06:52:58Z |
| format | Article |
| id | doaj.art-6b23cacb634746f5b950616f3a52bb3a |
| institution | Directory Open Access Journal |
| issn | 2008-8302 2008-8310 |
| language | English |
| last_indexed | 2024-12-18T06:52:58Z |
| publishDate | 2012-07-01 |
| publisher | Regional Information Center for Science and Technology (RICeST) |
| record_format | Article |
| series | International Journal of Information Science and Management |
| spelling | doaj.art-6b23cacb634746f5b950616f3a52bb3a2022-12-21T21:17:17ZengRegional Information Center for Science and Technology (RICeST)International Journal of Information Science and Management2008-83022008-83102012-07-019293104106Marketing the Libraries in Iran: An Ideal Opportunity in 21st CenturyR. Basirian Jahromi0M. A. Erfanmanesh1M.S. Bushehr Medical UniversityPh.D. Student. University of MalayaThe present study investigates the feasibility of implementing marketing principles within the academic libraries of government-sponsored universities in Tehran. The study focused on the attitude of library managers towards this issue. A survey method, using a questionnaire as a data collection tool was used. Findings demonstrated that the level of managerial familiarity with the concept of marketing in libraries was average. However there was more than average familiarity with the components of a marketing plan. Findings regarding the application propensity for each of the 4Ps marketing mix in libraries indicated that the product, place, promotion, and price were the focus of library managers. With respect to the feasibility of implementation of marketing principles, it was average.https://ijism.ricest.ac.ir/index.php/ijism/article/view/119 |
| spellingShingle | R. Basirian Jahromi M. A. Erfanmanesh Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century International Journal of Information Science and Management |
| title | Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century |
| title_full | Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century |
| title_fullStr | Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century |
| title_full_unstemmed | Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century |
| title_short | Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century |
| title_sort | marketing the libraries in iran an ideal opportunity in 21st century |
| url | https://ijism.ricest.ac.ir/index.php/ijism/article/view/119 |
| work_keys_str_mv | AT rbasirianjahromi marketingthelibrariesinirananidealopportunityin21stcentury AT maerfanmanesh marketingthelibrariesinirananidealopportunityin21stcentury |