Thesis information "Application of mixed marketing in information - library activities at the Library of the Institute of Ethnology" by HVCH Nguyen Thi Phuong Le, majoring in Library Science.1. Full name of student: Nguyen Thi Phuong Le 2. Gender: Female 3. Date of birth: July 26, 1987 4. Place of birth: Phu Tho 5. Decision to recognize student No.: 1528/QD-XHNV-KH&SĐH dated October 14, 2009 by the President of the University of Social Sciences and Humanities, Vietnam National University, Hanoi 6. Changes in the training process: None 7. Thesis topic: Application of mixed marketing in information - library activities at the Library of the Institute of Ethnology 8. Major: Library Science; Code: 60 32 20 9. Scientific supervisor: Dr. Nguyen Thu Thao Working agency: National Department of Science and Technology Information (now retired) 10. Summary of the results of the thesis: Currently, marketing activities have been mentioned in the development strategy of the Library of the Institute of Ethnology, however, the implementation has not brought high efficiency due to a number of factors: operational strategy, budget, human resources, organizational process, distribution. Based on the study of the current status of mixed marketing application at the Library of the Institute of Ethnology, using criteria to evaluate the effectiveness; analyzing the causes affecting this application, the thesis proposes a number of groups of solutions: strengthening the research on information user characteristics and information needs, building appropriate marketing strategies, strengthening supporting factors for the implementation of mixed marketing, contributing to improving the effectiveness of information user services. 11. Practical applicability: - The thesis contributes additional documents on the application of mixed marketing in information and library activities at the Library of the Institute of Ethnology. - The research results of the thesis are the scientific basis for promoting the application of mixed marketing at the Library of the Institute of Ethnology, contributing to promoting the effectiveness of the Institute's research work according to 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.
