Abstract:
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.
هدف اصلی این مقاله، مطالعه مدل های تحلیل سازمان از نگاه بازاریابی و انتخاب مدل مناسب برای
سازمان ها و مراکز اطلاع رسانی است. به این منظور مطالعات کتابخانهای روی منابع، متون و ادبیات
علمی مربوط به مفاهیم و اصول بازاریابی، بازاریابی خدمات و بازاریابی سازمان های اطلاع رسانی،
انجام شده است که نتایج آن در ادامه به صورت جمعبندی شده آمده است. در مرحله بعد، به
بررسی و بازنگری سازمان ها و مراکز اطلاع رسانی و مرور اهداف، وظایف، ساختار و رویکردهای
موجود در آنها پرداخته شد و در نهایت با جمع بندی مطالب پیش گفته، مدلی جهت تحلیل سازمان ها
و مراکز اطلاع رسانی از منظر بازاریابی ارائه شده است.
Machine summary:
"Several definitions of services are offered here under: Service is a work function that is presented by one party to the other party, that while it could be closely linked with a physical product, it is essentially an intangible act that does not lead to ownership of none of the production factors (Lovelock, 2007) Services are a kind of economic activity that by the consequence of making the desired change in the service recipient or by proxy, creates value and provides benefits to the customers at certain times and places (Lovelock & Gummesson, Whither Services Marketing?, 2004) Service is any action or work that one party offers to the other party and which is intangible and does not lead to ownership of anything.
Traditional 4P Model (رجوع شود به تصویر صفحه) Marketing Mix should have four characteristics (Jobber, 2002): - Personalization - Packaging of Product - Power - Competitive Advantage By the end of the day, the decisions concerning marketing mix must be made in the manner that would be in harmony with customer needs.
(رجوع شود به تصویر صفحه)Figure 5 Comparison table of Marketing Models Analytical Model Proposed for Information Centers and Organizations Up to this point, various theories and hypothesis and views expressed by numerous scholars in the field of marketing and information sciences were brought up and discussed [Alsop, Ronald, (1988), Booms, B."