The use of marketing concepts in public library services: a systematic review

The use of marketing concepts in public library services: a systematic review

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Purpose: The purpose of this paper was a systematic review of researches on the use of marketing concepts in public library services in order to identify marketing notions and the implementation of marketing services in public libraries.The paper also aimed to identify the gap in research area for future studies.Methodology: The study was conducted using a systematic review method.In this regard, the related researches (76 articles published from 1992 to 2018) were retrieved through searching in Chafer Accessories Persian databases such as Magiran, Civilica, Noormags, Irandoc, SID as well as English databases including Google Scholar, ScienceDirect and Emerald of which 17 most associated researches were included on this study.To validate the results, the opinion of a specialist apart from the research team was used.

Findings: The findings of the study revealed that the frequently used method in researches conducted in Iran was quantitative using questionnaire as the data collection tool.In abroad, on the other hand, the most used approach was combination of quantitative and qualitative methods and questionnaires and interviews were both used to Dryer Door Switch collect data.Conclusion: The results showed that according to the role of technology evolution, managers and librarians of public libraries could apply professional marketing, marketing models and marketing orientation in order to improve customer based services and the users’ satisfaction.