Identifying and Analysis of Marketing Mix in Medical Libraries

Introduction: Considering the marketing importance in libraries and information centers, this study aims to identify and compare 4Ps marketing mix components, including product, place, price, and promotion activities in libraries of medical sciences universities in Tehran.  Methods: This research is an analytical survey performed in three central libraries and 36 faculty libraries of Shahid Beheshti, Tehran, and Iran Universities of Medical Sciences. The survey questionnaire includes 48 questions about the 4Ps marketing mix. Results: The mean score of product, place, and promotion marketing mix in Shahid Beheshti, Tehran, and Iran Universities of Medical Sciences is 2.91, 2.55, and 2.22 out of four, respectively. Their total average in price is also 0.31out of one. The highest average score of the product mix is 2.97 in Shahid Beheshti and Tehran Universities of Medical Sciences. The highest average place mix score is 2.62 in Shahid Beheshti University of Medical Sciences. The highest averages score of promotion mix is 2.30 in Shahid Beheshti and Tehran Universities of Medical Sciences. Also, the highest average score of the price, 0.34, obtained by Iran University of Medical Sciences. ANOVA test showed no significant difference among the average score of 4Ps marketing mix in the intended Universities. (P> 0.05) Conclusion: The survey shows that the product, place, and promotion marketing mix get an average score, but the price is the least. Considering the powerful competitors of the libraries in this virtual age, librarians should play an essential role in appraising and develop the current state of libraries