A Survey Study Marketing Process in the University Libraries of Isfahan City Based on 7P

Document Type : Research Paper

Authors

1 Professor, Library and Information Science, University of Isfahan

2 M. Sc., Library and Information Science, University of Isfahan

Abstract

Objective: the aim of this study is to determine the improvement rate of marketing process based on 7P in Libraries of state universities in Isfahan city.

Method: This research is a descriptive – survey study. Random stratified sampling method was used and the sample estimated 96 people. To collect data a researcher made questionnaire was used and the reliability of the questionnaire was estimated 0.96 using Cronbach Alpha coefficient and data analysis using SPSS. For analyzing the data SPSS software was used in two levels of descriptive and inferential statistics.
Results: based on the results mean of marketing process improvement components based on 7P is more than the average level. Also among the respondents’ views, there is no significant difference based on demographic variables field of study, type of work in library and different universities. But there is significant difference in terms of demographic variables gender, years of service, age, level of education and type of library.
Originality/value: the results of this research help managers in understanding the concept, importance and strategies of marketing improvement in organizations and introduces suitable ways to increase the improvement rate of marketing process based on 7P in university Libraries.

Keywords

Academic Librarianship and Information Research
Volume 47, Issue 4 - Serial Number 4
January 2014
Pages 415-430

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