دور عناصر المزيج الترويجي في تسويق خدمة المعلومات للمستفيدين : دراسة استطلاعية لآراء عينة من المستفيدين من خدمة المعلومات في المكتبة العامة المركزية في جامعة الموصل و مكتبة المعهد التقني-الموصل

Abstract EN

The importance of this paper is benefited from the science of marketing, almost in the mix of marketing the information and libraries to the beneficiaries.

So, the importance of library is posited to be presenting services and information for all classes of society.

As the library provides services for individuals, it is important to be acquainted with the needs and requirements of them.

Hence, it is the core of marketing.

The growth in IT and communications has managed potential changes in the nature of work library, and consequently affected the role of service quality presented to beneficiaries.

Thus, the paper has been targeted to : 1.

Theoretical aspect : The researchers took the identification of marketing and some difficulties of libraries to market the services.

As well as, explaining the marketing mix of the service, the library can market the information and services.

2.

The second included a field study carried out on a sample of (200) individual on the frame relationship between the marketing mixes on the one hand, and the services of information to the beneficiaries.

The frame relationship has been presented through statistical analysis, regression, correlation and the effect between the two variances in the study.