The International Journal of Humanities
The International Journal of Humanities
EIJH
Literature & Humanities
http://eijh.modares.ac.ir
1
admin
2538-2640
2538-2659
10.52547/eijh
en
jalali
1388
2
1
gregorian
2009
5
1
16
2
online
1
fulltext
en
تحلیل مراکز اطلاعاتی از دیدگاه بازاریابی
Developing a Model for Market-Centric
Organization Analysis
هدف اصلی این مقاله، مطالعه مدلهای تحلیل سازمان از نگاه بازاریابی و انتخاب مدل مناسب برای سـازمانها و مراکز اطلاع رسانی است. به این منظور مطالعات کتابخانه ای روی منابع، متون و ادبیات علمـی مربـوط بـه مفاهیم و اصول بازاریابی، بازاریابی خدمات و بازاریابی سازمانهای اطلاعرسانی، انجام شده است کـه نتـایج آن در ادامه به صورت جمع بندی شده آمده است. در مرحله بعد، به بررسی و بازنگری سـازمانها و مراکـز اطلاعرسانی و مرور اهداف، وظایف، ساختار و رویکردهای موجود در آنها پرداخته شد و در نهایت با جمع بندی مطالـب پیش گفته، مدلی جهت تحلیل سازمانها و مراکز اطلاعرسانی از منظر بازاریابی ارائه شده است.
The primary focus of the present study is to review organization analysis models from the standpoint of marketing and to propose an appropriate model for information centers and entities. A detailed literature review is made concerning marketing concepts, principles and services with respect to information organizations. The second stage deals with review and study of information entities, their goals, duties, structures and existing approaches. While many suggest a Norbert-Weiner model as the most appropriate for a flexible organization often represented by an information center, it does not totally the variety modes of services cape deployments available to such entity. Depending on their image representation in either physical space or web space or even service space, as many as four different models could be used for organizational analysis of essentially such a single entity. To develop a more unified model, we decided to study the marketing philosophies in such entities as a point of departure for corporate analysis. It was found that 27 factors should be considered in order to analyze a typical library or information entity from a marketing standpoint, regardless whether it is a passive or an active analysis. These include items like organization product range, customer convenience, people, synergic matrix, involvement and interconnection. Using Iranian Scientific Information and Documentation Center as the baseline, we were able to arrive at and verify a Market Mix Model that can effectively address such analysis and provide the information and library managers. Hence, it seems an effective tool for identifying not only the competitive advantage but potential challenge areas within their respective organizations.
بازاریابی,بازاریابی خدمات,سازمانها و مراکز اطلاعرسانی
Marketing,Service marketing,Information centers and entities
31
50
http://eijh.modares.ac.ir/browse.php?a_code=A-10-1000-9501&slc_lang=en&sid=27
Hamid
Kazemi
حمید
کاظمی
100319475328460046992
100319475328460046992
Yes
Allameh Tabatabaie University, Iran
دانشگاه علامه طباطبایی
Fereshteh Mansouri Moayyed
Mansouri Moayyed
فرشته
منصوریمؤید
100319475328460046993
100319475328460046993
No
Allameh Tabatabaie University, Iran
دانشگاه علامه طباطبایی
Nader
Naghshineh
نادر
نقشینه
100319475328460046994
100319475328460046994
No
Library and Information Science, University of Tehran
دانشکده علوم تربیتی دانشگاه تهران