Journal of Knowledge-Research Studies

Marketing Information Products and Services Based on the 7P Mixed Model in Public Libraries of Yazd Province

Document Type : Original Article

Authors

1 Master Student in Information Management, Faculty of Psychology and Educational Sciences, Yazd University, Yazd, Iran

2 Assistant Professor, Department of Knowledge and Information Science, Faculty of Psychology and Educational Sciences,Yazd University, Yazd, Iran

3 Assistant Professor, Department of Knowledge and Information Science, Faculty of Psychology and Educational Sciences, Isfahan University, Isfahan, Iran

4 Assistant Professor, Department of Knowledge and Information Science, Faculty of Psychology and Educational Sciences, Yazd University, Yazd, Iran

Abstract

Purpose: This study aims to examine the status of the marketing process for information products and services in public libraries of Yazd province using the 7P marketing mix model.
Methodology: The research is applied in nature and employs a descriptive method. The study population consisted of 141 librarians and 82 public library officials in Yazd province, with a sample size of 145 participants. Data were collected through a questionnaire, whose reliability was confirmed with a Cronbach’s alpha coefficient of 0.98. Data analysis was conducted using SPSS version 23 at both descriptive and inferential levels.
Findings: Results indicate that the overall application of the 7P marketing mix in public libraries of Yazd province is above average. Among the seven components, people demonstrated the strongest performance. Furthermore, significant differences were observed in the components of people and physical evidence based on gender, and in the price component based on age.
Conclusion: The marketing process in public libraries of Yazd province, evaluated through the 7P framework, is in a favorable state. Librarians and managers generally hold a positive attitude toward using this model to attract patrons, enhance satisfaction, and increase library usage.
Value: This study highlights the necessity of greater attention to the 7P marketing mix—product, price, place, promotion, people, physical evidence, and process—as a strategic tool. Findings suggest that planners, managers, and librarians can leverage the model to strengthen library services, particularly in expanding electronic services and attracting a broader base of regular readers.

Keywords

Main Subjects

References
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Journal of Knowledge-Research Studies
Volume 4, Issue 1 - Serial Number 11
May 2025
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