Health Information Management

Evaluation of Using Marketing Mixes in Libraries of Zabol Medical Science University

Fateme Farkhari

Volume 10, Issue 6 , December 2012, , Pages 819-829

Abstract

Introduction: Because of the importance of the marketing activities and libraries need to such activities, it is necessary to do a research on libraries of Zabol Medical Science University usage of marketing principles in order to have a better plan for the future on the basis of present situation evaluation. ... Read More Introduction: Because of the importance of the marketing activities and libraries need to such activities, it is necessary to do a research on libraries of Zabol Medical Science University usage of marketing principles in order to have a better plan for the future on the basis of present situation evaluation. Methods: The study is an applied one and survey method has been used as the method of data collection. The population of the study is the entire libraries of Zabol city. These libraries were classified in four categories, libraries of Medical Science University (5 libraries), public libraries (7 Libraries), central library of Zabol University and Zabol Islamic Azad University. Using SPSS11 statistical software and descriptive statistics were used to analyze the data. Results: Investigation of marketing mixes on the basis of Product mix showed that central library of Zabol University with the average (2.89), central library of Medical Science University (2.71), Islamic Azad University (2.37) and the public libraries (1.86) are in first rank to fourth respectively. The results also showed that on the basis of Place mix ranking of first to fourth are respectively related to Islamic Azad University (3), central library of Medical Science University (2.42), central library of Zabol University (2.15) and the public libraries (1.79). In Promotion mix, Islamic Azad University (2.09), library of Medical Science University (1.84), central library of Zabol University (1.64) and public libraries (14.1) are in first to fourth rank respectively. Conclusion: The results of this study showed that libraries of medical science university are in better situation on the basis of marketing mixes. According to the chart results, the highest average in the mean of marketing mixes is less than 3 that indicates the libraries which are in better situation than the other libraries, are in the intermediate level and their services are not desirable. Keywords: Marketing Mixes; Academic Libraries; Marketing; Information; Library Services; Universities

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Author = Farkhari, Fateme

Evaluation of Using Marketing Mixes in Libraries of Zabol Medical Science University

Abstract