A Comparative Study of Marketing Mix between Information and Knowledge Science Publishers and Selected Publishers

Document Type : Original Article

Authors

1 Assistant Professor of Information Science and Dentistry, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.

2 MSc in Information Science and Science, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran.

Abstract

Purpose: investigating the interests of Information and Knowledge Science publishers to marketing mixes comparing to selected publishers based on identified factors.
Methodology: a survey research with statistical population of all publishers who specialize in Information and Knowledge Science. Among publishers of other disciplines, publishers who were most popular among their clients were selected regardless to their governmental or non-governmental nature. A researcher-made questionnaire was used for gathering data distributed to the staff of the popular publishing houses as well as some authors who cooperated with the publishers in recent years. Gathered data were then analyzed by SPSS software according to ANOVA, independent t-test, one-sample t-test and Duncan.
Findings: Ketabdar in relation to the components of distribution, pricing, promotion, product, physical evidence and personnel and Chapar in connection with the publishing process were higher than the other selected publishers. SAMT in relation to distribution and pricing components, Amir Kabir in promotion section and Taymorzadeh in terms of product components, physical evidence, process and personnel were identified to be performed better.
Conclusion: Publishers in Information and Knowledge Science had less attention to marketing mix elements than selected publishers.

Keywords

References

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