التحديات التي تواجه عملية تسويق المكتبات في الأردن من وجهة نظر أعضاء جمعية المكتبات و المعلومات الأردنية

الملخص EN

The study aimed at identifying the challenges that face marketing of library services from the point of view of the members of the Jordan Library and Information Association (JLIA).

156 members of the JLIA responded to the questionnaire.

The study tool was a questionnaire that was made of two parts: demographic data on the participants that included gender, specializations, academic degree, nature of work and experience.

The second part consisted of 22 paragraphs related to challenges that face the marketing operations of libraries in Jordan.

The study showed the following challenges: the absence of marketing programmes from library plans and programmes, low interest in feasibility studies in library services, weakness in marketing culture among top management and low interest in marketing policies.

The study showed that there is an average recognition of the challenges of marketing by respondents and that there were statistically significant differences in the averages of recognition of the study sample to the challenges faced marketing libraries in Jordan.

These differences are associated with the specialization and nature of work.