Identifying the appropriate components of the mixed marketing model of Iranian public libraries

Subject Areas : Journal of Knowledge Studies

Elahe  Amir Inanloo ¹ (PhD in Knowledge & Information Science, Hamadan Branch, Islamic Azad University, Hamadan, Iran.)
atefeh  zarei ² (Assistant Professor in Department of Knowlege and Information Science, Hamadan Branch, Islamic Azad University, Hamadan, Iran)
Mohsen  Haji Zeinolabedini ³ (Assistant professor in Knowledge and Information Science, Department of Shahid Beheshti University, Tehran, Iran.)

Received: 2021-04-20 Accepted : 2021-06-15 Published : 2021-05-22

Keywords: Marketing, marketing mix, Public Libraries- Iran,

Abstract :

Objective: The aim of this study was to identify the appropriate components of a mixed marketing model for Iranian public libraries based on marketing principles and models.Methodology: This applied research was conducted by survey method in the fall of 1397. The data collection tool was a researcher-made questionnaire that included 47 items in 12 sections on a 5-point Likert scale. The statistical population is the experts of the Iranian Public Libraries in the provincial centers, who were 248 experts at the time of the research. Sampling was not performed and the questionnaire was fully distributed among the statistical population. Data were analyzed in two sections: descriptive statistics and inferential statistics. In order to confirm and draw the marketing pattern of Iranian public libraries, structural equations were used using Smart Pls software.Results: According to the results of Friedman rank test and using PLS software version 2, the marketing model of Iranian public libraries is a combination of 3 product elements, place and incentive activities of model P4, 3 elements of individuals, physical evidence and process of model P7, quality element and Utilization of the P8 Integrated Service Management template, the website element of the S4 template, the security and personalization element, and user interaction with I7 members.Conclusion: The appropriate marketing mix model for public libraries is a combination of traditional and non-traditional (Internet Based) marketing mix components that includes both 4 components of traditional P4 retrieval and components that can be used for public libraries from other marketing mix models. According to experts, the price component has no place in public library marketing.