Marketing the Libraries in Iran: An Ideal Opportunity in 21st Century

The present study investigates the feasibility of implementing marketingprinciples within the academic libraries of government-sponsored universities inTehran. The study focused on the attitude of library managers towards this issue.A survey method, using a questionnaire as a data collection tool was used.Findings demonstrated that the level of managerial familiarity with the conceptof marketing in libraries was average. However there was more than averagefamiliarity with the components of a marketing plan. Findings regarding theapplication propensity for each of the 4Ps marketing mix in libraries indicatedthat the product, place, promotion, and price were the focus of library managers.With respect to the feasibility of implementation of marketing principles, it wasaverage.