An investigation into Application of Marketing Principles to Information Services Offered by the libraries of the Islamic Azad University, Tehran Science and Research Unit

Norouzi, Yaghoub; Arablou, Hamid

An investigation into Application of Marketing Principles to Information Services Offered by the libraries of the Islamic Azad University, Tehran Science and Research Unit

Authors

Abstract

Objective: Given the importance of marketing in increasing usage and eventually productivity in libraries, the present study aims at examining the application of marketing principles to information services offered at libraries at the Tehran Science and Research Unit of Islamic Azad University. This includes location, diversity information services, scope of information resources, promotion and cost.
Methodology: The present study employed a survey. 378 students were randomly selected to respond to 25 questions.
Finding: Four aspects studied of which service diversity and scope of information resources, location, promotional programs and pricing ranked one through four respectively. Apart from promotion, less than half of other components studied were able to score above average for the given aspect studied. Among the four principle aspects of marketing and their correlation with the services offered, only pricing displayed no significant link.

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