Marketing mix at public libraries in Yazd-Iran

The present study, which aimed to show to the amount of librarians’ use of marketing principles at public libraries in Yazd, revealed not only to what extent managers and librarians at public libraries are familiar with marketing concepts in libraries, but also investigated to what extent public libraries would make use of marketing principles while offering services to clients. The current research is applied in terms of objective and was carried out through descriptive survey. The population of the study encompasses managers and librarians at public libraries in Yazd (110 people). Data were gathered via a questionnaire. The results of the study illustrated that manager’ familiarity with marketing concept (3.62 percent on mean) and librarian familiarity with marketing concept (3.56 percent on mean) in libraries was relatively high. Furthermore, the findings concerning the adoption and application of 4P's variables at the libraries under study show that product, place, promotion and price are all at a high level with only slight differences.