Analysis of marketing plans of worldwide university libraries and proposed modeling of marketing services for Iranian academic libraries
<strong>Purpose:</strong> The purpose of this study was to analyze the marketing programs of the worldwide academic libraries and present a model of marketing plan for library services in Iran. <strong>Methodology:</strong> This study was conducted through a mixed approach in...
| Main Authors: | , , |
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| Format: | Article |
| Language: | fas |
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Central Library of Astan Quds Razavi
2018-04-01
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| Series: | کتابداری و اطلاعرسانی |
| Subjects: | |
| Online Access: | http://lis.aqr-libjournal.ir/article_55469_455f4b380e76af6531499567ba4daab3.pdf |
| Summary: | <strong>Purpose:</strong> The purpose of this study was to analyze the marketing programs of the worldwide academic libraries and present a model of marketing plan for library services in Iran.
<strong>Methodology:</strong> This study was conducted through a mixed approach including library, content analysis, Delphi and descriptive survey methods. The research statistical population was consisted of the libraries of 25 top universities based on World University Rankings, Times Higher Education (THE). The collected data were analyzed at descriptive level. The structure and content of the world class university libraries marketing programs were extracted using exploratory approach.
<strong>Results:</strong> The findings showed that out of a total of 25 academic libraries, there were 10 libraries that had marketing programs, 8 libraries had no marketing programs, and 7 had marketing programs but they were not codified. The analysis of the marketing program of the studied libraries revealed that the structural framework of these programs consisted of 16 components including introduction, summary, mission, vision, goal, audience, strategy, actions, output, evaluation, responsibility, timing, costs, market, swat, and competitors. Also, 53 strategies were proposed to present a strategic plan for the marketing at Iranian academic libraries.
<strong>Conclusion:</strong> The outcome of this research was to provide a framework for service marketing program to help the Iranian Academic Librarians for attracting the audience and improving the reading culture and book reading in the country. |
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| ISSN: | 1680-9637 2676-5977 |