Document Type : Articles


1 M.S. Bushehr Medical University

2 Ph.D. Student. University of Malaya


The present study investigates the feasibility of implementing marketing principles within the academic libraries of government-sponsored universities in Tehran. The study focused on the attitude of library managers towards this issue. A survey method, using a questionnaire as a data collection tool was used. Findings demonstrated that the level of managerial familiarity with the concept of marketing in libraries was average. However there was more than average familiarity with the components of a marketing plan. Findings regarding the application propensity for each of the 4Ps marketing mix in libraries indicated that the product, place, promotion, and price were the focus of library managers. With respect to the feasibility of implementation of marketing principles, it was average.