A Study Of The Application Of Marketing Practices In The Provision Of The Information Services Based On 4Ps Marketing Mix Model. Case Study: Academic Libraries In North Khorasan Province
Keywords:Marketing, Marketing in libraries, 4Ps mix marketing model
The purpose of the present study is to investigate the role of marketing practices in the provision of information services in academic libraries in North KHORASAN province using 4Ps marketing mix model in the academic year of 20142015. This study explores the relationship between the application of marketing practices and the provision of information services in the academic libraries in North KHORASAN province based on 4Ps marketing mix model. This is an applied research which uses a survey methodology for data collection. In this study, the full-time faculty members and students of the universities in North KHORASAN province were the statistical population out of which a sample of 157 subjects were selected using stratified-random sampling method.
The main data gathering instrument was a questionnaire, the validity and stability of which were evaluated by alpha factor using SPSS software. The results indicate the existence of a significant and direct relationship between the use of marketing practices and provision of information services. Also, the findings of independent t-test suggest the absence of any meaningful relationship between men and women in terms of their views about marketing practices. Further, the results of one-sided variance analysis revealed that six universities under study were not significantly different with respect to the five research variables.