Analysis of Marketing Research Process in Libraries and Information Centers Based on Web of Science

 Rising prices for goods, services and costs have challenged all institutions and organizations, including libraries and information centers and marketing is a necessity in the digital age. Therefore, the aim of the current study was to thematically and methodologically analyze research in the field of marketing application in libraries and information centers.

 The present scientometric study was carried out using the method of thematic analysis and the approach of co-word analysis. The statistical population of the study was 302 documents in the Web of Science (WoS). The data collection tool was a researcher-made checklist, and Excel and VOSviewer software were used for data analysis.

 The results have indicated that although scientific outputs have increased in recent years, there has not been a reasonable growth rate; the average growth rate for each 5-year period was 0.40%. The United States with 181 documents, the University of Salford with 6 documents, and the author "Blundenellis J" with 6 documents were recognized as the most active countries, organizations and authors, respectively. The field of library and information science is the most active field with 79.5% of the studies, the survey method was used in 23.4% of the studies, and the keywords of marketing, library marketing and librarianship had the highest frequency.

 Due to the long history of marketing in libraries and information centers, there are few publications in this area, and other fields, including computer science, have paid little attention to this issue. Paying attention to the technical infrastructure is one of the most important issues in the marketing of these centers, which requires the use of the expertise of researchers from other fields.