Libraries at University of Nebraska-Lincoln


Date of this Version

Spring 5-1-2014


The main purpose of this research was to identify strengths and weaknesses, opportunities and threats associated with information marketing and appropriate strategies for the development of information marketing in Iranian Faculties of Agriculture. The research population consisted of all staff employed in central libraries of in the selected Faculties of Agriculture (Universities of Tehran, Ferdowsi of Mashhad, Shiraz, Tabriz and Isfahan technology) (N=107). The respondents selected by census sampling method so that ultimately number of 90 questionnaires obtained (n=90). According to the findings, the majority of respondents (72.3%) has a positive and very positive attitude to applying information marketing factors. Also, items of strengths (the more scientific validity of the information products and services than other information competitors, terms and conditions of access to reliable information databases), weaknesses (Inadequacy of required physical infrastructures (marketing office or unit, sales place, warehouse, etc.) for information marketing and inadequacy of ICT infrastructures for information marketing), opportunities (diverse target markets for new information products and services, and High educational level and information seeking skills of most information clients) and threats (the traditional attitudes of community requiring information for the free access to information recourses and failure to maintain compliance with laws related to copyright and immaterial property of developers and providers of information in society and internet) were the most outstanding. In following, appropriate strategies for the development of information marketing presented.