Information about the thesis "Application of Marketing Mix in Information and Library Activities at the Library of the Institute of Ethnology" by graduate student Nguyen Thi Phuong Le, majoring in Library Science.1. Student's Full Name: Nguyen Thi Phuong Le 2. Gender: Female 3. Date of Birth: July 26, 1987 4. Place of Birth: Phu Tho 5. Decision No. 1528/QD-XHNV-KH&SDH dated October 14, 2009, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes during the training process: None 7. Thesis Title: Application of Marketing Mix in Information and Library Activities at the Library of the Institute of Ethnology 8. Major: Library Science; Code: 60 32 20 9. Scientific Advisor: Dr. Nguyen Thu Thao, Affiliation: National Agency for Scientific and Technological Information (now retired). 10. Summary of thesis results: Currently, marketing activities have been mentioned in the development strategy of the Library of the Institute of Ethnology; however, implementation has not been highly effective due to several influencing factors: operational strategy, funding, human resources, organizational process, and distribution. Based on an understanding of the current state of application of the marketing mix at the Library of the Institute of Ethnology, using criteria for evaluating effectiveness; and analyzing the causes affecting this application, the thesis proposes several groups of solutions: strengthening research on the characteristics of information users and information needs, building a suitable marketing strategy, strengthening supporting factors for implementing the marketing mix, and contributing to improving the effectiveness of information user services. 11. Practical Applications: - This thesis contributes additional documentation on the application of marketing mix in information and library activities at the Library of the Institute of Ethnology. - The research results of this thesis provide a scientific basis for promoting the application of marketing mix at the Library of the Institute of Ethnology, contributing to enhancing the effectiveness of the Institute's research work in accordance with the tasks assigned by the Party and the State.
INFORMATION ON MASTER'S THESIS
1. Full name : Nguyen Thi Phuong Le; 2. Sex: Female 3. Date of birth: July 26, 1987; 4. Place of birth: Phu Tho 5. Admission decision number: Dated: 6. Changes in academic process: None 7. Official thesis title: The Application of Marketing – mix in library and information activities at the Library of the Anthropology Institute 8. Major: Library Science; 9. Code: 60 32 20 10. Supervisors: Dr. Nguyen Thu Thao 11. Summary of the findings of the thesis: Nowadays, marketing activities have been mentioned in the developing strategy of the Library of the Anthropology Institute. However, its practice does not bring high efficiency due to dominant factors: marketing strategy, budget, human resources, organizational processes, distribution. On the basis of investigating marketing conditions at the Library of the Anthropology Institute, using some performance evaluation criteria, analyzing the impact causes, the thesis proposes some solutions such as strengthening research users, improving suitable marketing strategy, strengthening factors that support to the marketing – mix application. 12. Practical applicability, if any: - The thesis provides more materials about the application of marketing – mix in the library and information activities at the Library of the Anthropology Institute. - The research results are scientific foundation for enhancing the marketing – mix application at the Library of the Anthropology Institute so that to promote the effectiveness of the research tasks assigned to the Institute by The Communist Party and State.
