نوع مقاله : مقاله پژوهشی
نویسندگان
1 عضو هیئت علمی گروه کتابداری و اطلاعرسانی پزشکی دانشگاه علوم پزشکی بوشهر
2 استادیار کتابداری و اطلاعرسانی دانشگاه تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
Marketing is known as the process of analyzing, planning and the implementation to
do voluntary exchanges with target markets which ends in the reaching of organizational
goals. Designing this program requires identifying the needs and expectations
of the target market and exploiting some principles like pricing, communication,
dissemination of information, and serving the market. Libraries and information centers, in order to have an effective role in today’s competitive environment, should
become familiar with the technologies and principles of marketing correctly. In this
way they can respond to the needs of potential and de facto users. Introduction to the
concept of marketing in libraries and information centers, the status of marketing in
libraries, the method of planning for an effective marketing project, the challenges
that libraries and information centers face in the 21st century and the importance
of marketing in presenting the solutions are some of the topics which have been
debated in the article.
کلیدواژهها [English]
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