آمیخته بازاریابی

This study aims to identify the marketing status of the information services provided by the Central Digital Library of Allameh Tabataba'i University using the 7P marketing mix model. To assess the effectiveness of the marketing strategies, a detailed analysis was conducted following this model, which evaluates the aspects of product, price, place, promotion, people, process, and physical evidence.

This research is classified as applied research in terms of its purpose. A descriptive method was employed to assess the marketing situation of the Central Digital Library of Allameh Tabatabai University, making it a case study. Data were collected using a survey method with a checklist. The research findings are expected to provide valuable insights into the current marketing strategies employed by the library.

According to the findings and observations made by the researchers in the Central Library of Allameh Tabataba'i University, as well as interviews with the librarians of the Digital Library Department of Allameh Tabataba'i University, the following results were obtained: 58.33% adherence to product marketing principles, 46.15% adherence to location marketing principles, 100% adherence to cost marketing principles, 88.88% adherence to user marketing principles, 55.55% adherence to physical evidence marketing principles, 62.50% adherence to process marketing principles, and 61.53% adherence to marketing promotional activities.

To determine the marketing status of the information services offered by the Central Digital Library of Allameh Tabataba'i University, the researchers conducted an investigation using a checklist based on the 7 principles of the 7P marketing model, which included 82 items. The results indicate that, on average, 61% of the marketing principles were observed in the Digital Library of Allameh Tabataba'i University.

The purpose of this study was to investigate the use of marketing mixes and their impact on traffic and rank of the website of Iranian digital libraries.

The present study was applied in a descriptive and survey-oriented way. The research population consisted of 23 digital libraries in Iran that qualified, had the appropriate software, had information resources and officially set up the library. T

The results of the study showed that the number of marketing mixes used in the digital libraries was less than average. Among the studied libraries, the Digital Light Library, the Astan Quds Razavi digital library, and the Digital Library of the Tobayan ranked first to third in terms of the use of marketing mixes to improve performance.

The results of this study showed that the use of marketing mixes has a positive relationship with the number of libraries. In other words, the more libraries have met marketing mixes, the more hits they have seen.

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.

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.

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.

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.

This research aimed to determine the applicability of marketing mix strategies in the palace-museums of Tehran, namely Golestan, Sadabad and Niavaran.
Method/Research Design: A survey was conducted among 386 visitors and 102 staff members. Data gathering tool was a questionnaire.
Findings: The mean value of the marketing mix was 113.59 and in point of view of staff was 125.76 in the views of visitors and staff correspondingly (in both of above the average). With regard to application of the seven components of the marketing mix, visitors and staff, with the average of 31.99 and 32.47 correspondingly, the physical evidence component dramatically received the highest points, while the process component, with 6.42 and 7.36 on average by the visitors and the staff respectively, received the lowest points.
Considering to the richness of palace-museums in Tehran, our findings show a promising future for the application of mixed marketing techniques to attract customers.

This qualitative study aims to find branding capabilities of Iranian National Library with approach of 4p. The study is based on a systematic approach and applies the grounded theory. For this purpose, 13 deep interviews with the faculty members and senior staff of Iranian National Library was performed. The "unique identity and reality" and "top position" are central research components. Utilizing components of the marketing mix is of causal research in order to get the top brand in the country. Also, benefiting from unique legal opportunities have been proposed as interventional factors, and the market dynamics and governmental policies and laws have been proposed as contextual factors in this study.Originality/value: This research explains the value of information and services in information service centers, especially in Iranian National Library. Also it reviews the philosophy of existence of this national organization and its distinct role in research context and structure in the country.

The Present Study has been Performed with the Purpose of Comparative Study Qom’s Participative libraries and Libraries related to Foundation of Public libraries Concerning the Application Level 4p Marketing Mix Style. The methodology of this study is "Survey" descriptive and inferential statistics (T test) has been used for description and analysis data. the Population of the study were included 55 public libraries of qom province, among wich 22 libraries are run as an foundational and 33 libraries to work participative with public libraries foundation. Information has been collected through the check list and visiting, check lists returned by four libraries and Population under study were reduced to 21 participative library and 30 foundational libraries. To evaluate the validity of the check list has been utilized by teachers feedback and libraries administrators.Cronbachs alpha has been used to measure reliability that check list had acceptable reliability(0.90). Results of the study indicated that the product, price, place and promotion of foundational libraries respectively with averages (0.82), (0.72), (1.2), (1.07) than the product, price, place and promotion of participative libraries with averages (0.50), (0.46), (0.77), (0.74) are better. Hypothesis test results indicated that significant different exists between averages of the three elements product, price and place of foundational and participative libraries but, there is not significant different between averages promotion. Furthermore, significant different exists between application level 4p marketing mix style in participative and foundational libraries and foundational libraries status concerning the application level 4p marketing mix style with average(53.90) desirable than participative libraries(35.67). The results of this study can provide information that might underlie future planning.

The impact of two elements of the Marketing Mix – spatial distance and awareness were investigated in this study. The study was conducted in Central Library of Ferdowsi University. 356 students enrolled in the first semester of the academic years 1383-1389 (2004-2010) in six schools based on their spatial distance form the samples of the study. The loan data recorded by the Simorgh Software and the data collected from questionnaire were analyzed. It was found that (1) students living in close distance use the Central Library and its services more. (2) Due to unawareness of the collection and the services, no significant difference was found between students living in dormitories close to the Central Library and other students. (3) The science books held in the Central Library are used more than the social science books. (4) The literature books held in the Central Library is used more than social science books.(5) students evaluated the impact of Central Library on their educational and research activities less than 50%. (6) The Central Library OPAC in the students to use the Central Library collection in less than 20% of the cases encourage.

The present research deals with the feasibility study of information marketing programs in National Library and proposing a model. The society under research includes directors, organization and administrative system of National Library of the Islamic Republic of Iran. Descriptive, survey and case study methods have been used in the present project, and for this purpose, the findings have been designed and provided in an information marketing model. A questionnaire has been designed and distributed among 23 mangers of National Library, and ultimately 21 questionnaires have been analyzed. Descriptive statistics and non-parametric chi-square test have been used to analyze data. The findings indicate that the rate of directors’ familiarity with the concept of information marketing in National Library is high (%57.1). For the directors’ viewpoint on necessity of information marketing in National Library, the findings show that most (%85/7) responsive agree on the necessity of information marketing in National Library. In other section, the components of seven elements of mixture marketing in National Library have been collected according to checklist, and necessary information has been extracted with a view to the questions. The findings indicate that out of 127 cases connected with elements of mixed marketing, 108 cases, i.e. %85, are available in National Library, and such library took initial steps towards the execution of information marketing, and administrative system in connection with that section has been established. However, despite of the above facts, the findings also indicate that there is no coherent order as marketing mixture form among mentioned elements. The obtained results confirm the research hypothesis: “It is possible to implement information marketing in National Library”. Finally, in addition to providing practical suggestions, a proposed model has been designed and provided to establish and develop information marketing in National Library.