Document Type : Original Article
Authors
1 یزد، صفائیه دانشگاه یزد، دانشکده روانشناسی و علوم تربیتی، گروه علم اطلاعات و دانش شناسیئ
2 Yazd University
3 Isfahan, Isfahan University, faculty of psychology and educational science
Abstract
propose: The purpose of this research is to investigate the status of the marketing process of information products and services based on the 7P marketing mix model in public libraries in Yazd province.
Method: This research is applied in terms of purpose and "descriptive" research method. The research community includes 141 librarians and 82 officials of public libraries in Yazd province. In this research, the sample size is estimated to be 148 people. The data collection tool is a questionnaire, and its reliability coefficient was calculated using Cronbach's alpha formula of 98%. The statistical analysis of this research was done using SPSS V 23.
Findings: The findings of the research showed that the average of the components of the 7P mixed marketing model in the public libraries of Yazd province is higher than the average level and the "people" component has the best status compared to other components. Also, the observed difference between the average scores of the components of the marketing process in the public libraries of Yazd province, Conclusion: The results showed that the state of the marketing process in public libraries of Yazd province based on the 7P marketing mix model is more than the average level and is in a good state. Therefore, the view of managers and librarians of public libraries in Yazd province is positive towards the use of marketing mixes in order to attract patrons to the library, ensure their satisfaction and promote their use of the library.
Keywords
- Marketing of Information Products and Services
- Marketing Mix
- Marketing Model
- Librarians
- Public Libraries of Yazd Province
Main Subjects
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