Assessing the Effectiveness of Information Services Marketing at Allameh Tabataba'i University's Central Digital Library

Hosseini, Seiedeh Zeinab, Alipour Hafezi, Mehdi, Momeni, Esmat and Samiei, Mitra Assessing the Effectiveness of Information Services Marketing at Allameh Tabataba'i University's Central Digital Library. Academic Librarianship and Information Research, 2024, vol. 58, n. 2, pp. 29-46. [Journal article (Paginated)]

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English abstract

Objective: 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. Method: 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. Results: 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. Conclusions: 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.

Item type: Journal article (Paginated)
Keywords: Allameh Tabataba'i University, central digital library , digital library, information services, marketing, 7Ps marketing mix strategy
Subjects: D. Libraries as physical collections. > DD. Academic libraries.
F. Management. > FB. Marketing.
Depositing user: Maliheh Dorkhosh
Date deposited: 25 Mar 2025 06:06
Last modified: 25 Mar 2025 06:06
URI: http://hdl.handle.net/10760/46441

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