چکیده:
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.
خلاصه ماشینی:
Association of Research Libraries (ARL) defines marketing as the process of planning, performance, pricing, promotion and publishing ideas, products and services in order to user satisfaction and achieving the objectives of the organizations (Welch, 2005).
They studied libraries and information centers to discover the amount of using marketing in these organisations (Block, 2002; Muema Kavulya, 2004; Noel and Waugh, 2002; Ondieki Makori, 2010; Singh, 2009; Wenhong, 2006).
Findings The results for the first main question which is demonstrated in the table I showed that loan service of printed materials in the academic libraries of Isfahan University (IU) with average of 4.
Table 1 The rare of presented services and the rare of their usages in governmental university libraries in Isfahan {مراجعه شود به فایل جدول الحاقی} According to the second main question, the rate of using services, which is presented in the table 1, findings showed that users of IU academic libraries highly used printed materials with average of 4.
Table 3 The rate of using studied libraries from the diverse methods of introducing and promoting products and services Furthermore, in the case of Price dimension, the total average (1.
Table 4 Frequenc y and percentage of offering services in lieu of getting price {مراجعه شود به فایل جدول الحاقی} This research presented that the situation of governmental academic libraries in Isfahan city in using marketing principles according to 4P model is upper than middle with total average of 3.
Findings of this research, which are abstractly presented below, demonstrated the current situation of marketing principles based on 4P model in Isfahan governmental academic libraries: • Product dimension.