الملخص الإنجليزي
The study aimed to explore and demonstrate the actual reality of the activities and services of public libraries in the Kingdom of Saudi Arabia and their ability to meet the wishes and needs of customers benefiting from those services. This will occur in accordance with the marketing standard based on the environmental analysis of the organization and its evaluation and assessment. Moreover, the research aimed to study the quality of its outputs as information services products and know the merits and demerits of those outputs. The study was based on the analytical descriptive approach. The study group consisted of all opinions of the beneficiaries, customers and auditors of all public libraries in the Kingdom of Saudi Arabia. The results of the study showed that most of the public libraries in the Kingdom are of medium size and most of them are rented buildings with good condition and in suitable locations. The research also tackled that most of the furniture including offices and chairs is of low quality and efficiency. It also mentioned that most basic devices including computers and printers are in medium condition; meanwhile the auxiliary devices like the screens and projectors are not available in most libraries. The results confirmed that the public libraries in the Kingdom according to the marketing perspective are facilities with non-profit service products that reached the stage of regression in the concept of product life cycle. The research highlighted that officials of the Ministry of Culture and Information should take care of these libraries, present their products in a new style to be able to compete other libraries with proper means, potentials and environment that is suitable for their leading and visiting customers. Furthermore, the research shed light on the need to encourage employees to join the various marketing training courses as a course in the art of dealing with the public or a course in the presentation ways of library special products to the permanent or prospective clients of that library.
