University of Isfahan New Marketing Research Journal 2228-7744 9 1 2019 03 21 marketing in library marketing in library 53 68 23692 10.22108/nmrj.2019.89486.0 FA Mozaffar Cheshmeh Sohrabi ا- Associate Professor, Department of Knowledge and Information Science, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran Mitra Pashotanizadeh - Assistant Professor, Department of Knowledge and Information Science, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran Zaynab Oroji MA Student, Department of Knowledge and Information Science, Faculty of Education and Psychology, University of Isfahan, Isfahan, Iran Journal Article 2016 09 04 The purpose of this study was to determine the status of marketing dimensions of products and services of libraries of state universities of Isfahan province. The research method is descriptive-survey and the data gathering tool is a researcher-devised questionnaire. The statistical population of this study consists of 168 librarians, of which 117 are selected based on Cochran formula. The data are analyzed through descriptive and inferential statistics in SPSS environment. The findings reveal that the mean and standard deviation of marketing dimensions of library products and services are 3.50 and 0.52, respectively. The findings indicate a significant level of 0/0001 which is less than 0/05. Considering this significant level, it can be claimed that the average of marketing dimensions has a significant difference with the mean Likert spectrum and is larger than average. Therefore, with 95% of confidence, it can be claimed that the marketing dimensions and library services in the libraries of state universities of Isfahan province are more than the average and are in a relatively favorable status. The means indicate that among marketing dimensions of library products and services, the highest average is related to dimension of market orientation and the lowest average is related to the marketing dimension. The activities related to each of the marketing dimensions in libraries have a relatively favorable status. The least activity is related to the marketing dimension, and the results indicate the necessity of trying to improve this dimension in the libraries. Activities like the existence of a separate section for marketing or the existence of a public relations unit can be contributive in improving the status of this dimension of marketing. The purpose of this study was to determine the status of marketing dimensions of products and services of libraries of state universities of Isfahan province. The research method is descriptive-survey and the data gathering tool is a researcher-devised questionnaire. The statistical population of this study consists of 168 librarians, of which 117 are selected based on Cochran formula. The data are analyzed through descriptive and inferential statistics in SPSS environment. The findings reveal that the mean and standard deviation of marketing dimensions of library products and services are 3.50 and 0.52, respectively. The findings indicate a significant level of 0/0001 which is less than 0/05. Considering this significant level, it can be claimed that the average of marketing dimensions has a significant difference with the mean Likert spectrum and is larger than average. Therefore, with 95% of confidence, it can be claimed that the marketing dimensions and library services in the libraries of state universities of Isfahan province are more than the average and are in a relatively favorable status. The means indicate that among marketing dimensions of library products and services, the highest average is related to dimension of market orientation and the lowest average is related to the marketing dimension. The activities related to each of the marketing dimensions in libraries have a relatively favorable status. The least activity is related to the marketing dimension, and the results indicate the necessity of trying to improve this dimension in the libraries. Activities like the existence of a separate section for marketing or the existence of a public relations unit can be contributive in improving the status of this dimension of marketing. https://nmrj.ui.ac.ir/article_23692_26baed211022f73f2f76601e9f69b545.pdf