Document Type : Research Paper
Authors
Abstract
This research aimed to examine the application of marketing model 4P in ShahidChamranUniversity libraries. As a descriptive survey type of research, the authors employed a questionnaire made by BasirianJahromi (2008) for data collection. The population of this research included 38 managers and librarians of ShahidChamran university libraries in 2011. Some descriptive statistical methods as well as the Freedman Test were used for the analysis of the collected data. The results of the study showed that the degree of familiarity of managers and librarians of ShahidChamranUniversity libraries with marketing concept was at anaverage level. About half of managers and librarians disagreed with having a separate unit for marketing. According to the results of the study, in ShahidChamranUniversity libraries, attention to “products” gained the first priority, while“price”, “promotion” and “place” proved to be the second, third and fourth priorities, respectively. Altogether, the results of the studyindicate that application of the 4P model of marketing seems to be feasible in SCU libraries.
Keywords
)