文章基本信息

标题：Using 4P Marketing Model in Academic Libraries: An Experience
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作者：Mehdi Alipour-Hafezi ; Hassan Ashrafi-Rizi ; Zahra Kazempour 等
期刊名称：International Journal of Information Science and Management (IJISM)
印刷版ISSN：2008-8302
电子版ISSN：2008-8310
出版年度：2013
卷号：11
期号：2
页码：45-58
语种：English
出版社：REGIONAL INFORMATION CENTER FOR SCIENCE AND TECHNOLOGY
其他摘要：The present study mainly aims to demonstrate the weaknesses and strengths of using marketing principles in academic libraries and finally presenting some important suggestions in order to improve their marketing. This study proceeds through expressing the current marketing situation of studied academic libraries from the view point of 4P model. In this regard, the current situation is analyzed using a researcher-made questionnaire, and then the problems and shortcomings are highlighted in the field of marketing in the view point of 4P model which in turn enables us to introduce suggestions to overcome them. This research indicates that marketing principles in the studied libraries are not in a good state. The situation of product dimension is a bit farther up middle state (3.23). Also, the Place dimension with total average of 2.97, Promotion dimension with total average of 2.63 and finally the Price dimension with total average of 1.59 are below the middle state. Therefore, trying to make a good plan in marketing in the four mentioned dimensions is essential for studied academic libraries. Improving academic libraries' statement needs identifying their current situation in the view point of marketing. Consequently, this research studied the current situation of Isfahan governmental academic libraries in order to identify their weaknesses and suggest sufficient suggestions to cover them.