أثر بعض عناصر المزيج التسويقي الخدمي للمعلومة المكتبية في تشكيل الصورة الذهنية لدى مستخدمي المكتبات العامة الأردن

الملخص EN

The present study aimed to identify the impact of some marketing service mix factors of library news item in Formulating Image to public libraries users in JordanThe population of the study consisted of all the libraries under the department of central libraries; the total number of those is (68) libraries and information technology centersThe sample of the study consisted of (400) respondents among the frequent visitors of the libraries included in the studyResults showed that there was an impact for the service marketing blending factors for the library news item represented in (service, price, merchandise, distribution, workers, service production operation, physical environment) in forming the schema image to public libraries users in JordanIn light of the findings, the researcher recommended: public libraries managements in Jordan should use marketing theories and literatureMoreover, a good and actual marketing plan should be prepared in a way that serve the library and the users at the same time; such plan makes an integration and partnership relation between them.