Libraries at University of Nebraska-Lincoln


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The present study was conducted to determine the rate of usage of SAVE marketing mix components in public libraries of Tehran.The research method is descriptive survey. The statistical population of the study consisted of 33 libraries of public libraries affiliated with the public libraries of Tehran city which have been studied by census method.In order to analyze the data, SPSS software descriptive statistics (frequency distribution, relative percentage, mean and standard deviation) and inferential (t singlesample) was used. The findings of the study showed that the general libraries of Tehran were weak in terms of all components of the SAVE marketing mix.Also, it was revealed that the public libraries of Tehran city are not in the same position in terms of the application of SAVE marketing mix components, so that the components of solution and training with averages less than optimal (3) equal to (2.93 and 2.85) respectively had the least rate of usage, and the components of access and value with averages greater than the optimal (3) equal to (3.65 and 3.18), respectively, had the most rate of usage.