Modifying the Marketing Mix of Library Services In Accordance With the Market Mechanism (An Applied Study at Jordanian Universities)

The concept of this research appeals for the library to be a recreational and scientific organization consistent with the local community, and interacts within the framework of the market mechanism qualifying it to face the challenges of the modern era and as well as creating self-funding library.

The traditional presentation of the library services is not in line with the requirements of the marketing concepts. So, the concept of library as service organization has to be modified to meet consumers (customers) perceptions of the present generations through highlighting the library as an attractive organization. The development of the activity of the university library requires providing further additional services; such as photocopy services, cinema halls, and entertainment facilities for children, cafeteria, as well as providing the library with natural landscaping scenes and scientific atmospheres that encourage the educational process.

Enabling the library to play its leading role as a productive organization in accordance with the ‘’supply and demand mechanism’’ requires also reformulation its marketing mix which allows the library to disseminate knowledge, raise the scientific level of the population categories and delivery of information to the largest number of citizens.