Title

The Marketing Mix in Parliamentary Library Websites

Publication Date

11-16-2020

Document Type

Article

Department

Information

Publication Title

Journal of Library Administration

Volume

60

Issue

8

DOI

10.1080/01930826.2020.1820279

First Page

875

Last Page

888

Abstract

This study examined the marketing mix elements evident on parliamentary libraries public websites. The 7P marketing mix model of product, price, place, promotion, people, process, and physical evidence was used to examine the content of 11 libraries from Westminster-style parliaments around the world. The study found that while all of the parliamentary libraries described their clients and services in line with the guidelines for parliamentary libraries outlined by the Inter-Parliamentary Union (IPU) and International Federation of Library Associations (IFLA), they each used the marketing mix elements differently to offer a unique representation of their information products and services. The use of library websites as places, promotional tools, and as the primary library service site (physical evidence) were discussed.

Keywords

Marketing, marketing mix, online marketing, parliamentary libraries, special libraries

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