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Marketing information products and services : a primer for librarians and information professionals / editors, Abhinandan K. Jain ... [et al.].
- Format:
- Book
- Government document
- Language:
- English
- Subjects (All):
- Information services--Marketing.
- Information services.
- Information resources--Marketing.
- Information resources.
- Marketing--Management.
- Marketing.
- Physical Description:
- 1 online resource (483 p.)
- Place of Publication:
- Ottawa : International Development Research Centre ; New Delhi : Tata McGraw-Hill Pub. Co., c1999.
- Language Note:
- English
- Summary:
- Contributed articles presented at a workshop held in 1994.
- Contents:
- Foreword
- Preface
- Acknowledgements
- Contributors
- 1. Introduction to Marketing of Information Products and Services
- Challenges of Today and Tomorrow
- Relevance of Marketing for Librarians and Information Managers
- What is Marketing?
- The Marketing Approach
- What Inhibits from being Marketing Oriented?
- The Four Barriers to Marketing
- Status of the Use of Marketing Concept in Libraries and Information Centres
- Need for Strategic Intervention
- 2. Key Concepts in Marketing of Information Products and Services
- Introduction
- What is Marketing Management?
- Key Purposes of Marketing
- Organizational Orientations Towards Marketing
- Factors Affecting Achievement of Objectives
- Marketing Management
- Summary and Conclusions
- 3. How to Develop a Marketing Plan
- Measure the Performance
- Conduct Marketing Audit
- Summarize Findings of Marketing Audit
- Select Strategic Direction
- Develop a Marketing Plan
- Implementation and Control
- 4. How to Plan Information Products and Services Policy
- Key Concepts in Managing Products and Services
- Steps in Planning Product/Service Policy
- Summary and Guidelines for Product/Service Policy
- References
- 5. How to Price Information Products and Services
- Considerations in Pricing
- Select a Base Price
- Adapting the Base Price
- Revising Prices
- 6. How to Promote Information Products and Services
- Promotion "The Fourth 'P'
- Promotion Methods
- Promotion Activities
- How to Develop a Communication Programme
- Guidelines for Promotion
- How to Develop a Communication Programme (An Example)
- 7. How to Conceive, Design and Introduce New Information Products and Services
- Specifying Strategic Objectives of New Products/Services
- Generating New Product/Service Ideas
- Screening New Product/Service Ideas
- Developing Product/Service Concept (Offer Development)
- Refining and Testing Product/Service Concept
- Designing the Product/Service
- Product Testing
- Analysis of Commercial Feasibility
- Developing Marketing Strategy and Plan
- Test Marketing
- Commercializing the Product/Service
- 8. How to Conduct Marketing Research for Marketing of Information Products and Services
- Preparing the Research Brief
- Developing a Research Plan
- Short Descriptions of Selected Research Designs
- 9. Preparing the Organization for Marketing of Information Products and Services
- Assessing/Auditing an Organization's Service Quality
- Preparing People for Change
- Strategies for Making Changes in Staff
- Strategies for Changing the Organization's Systems
- The Impact of the Sale of Information Services on the Overall Organization
- Case Study A: Marketing Research for Asian CD-ROM on Health and Environment Case Study B: Caribbean Energy Information System
- Notes:
- Description based upon print version of record.
- Includes bibliographical references.
- ISBN:
- 1-280-84974-6
- 9786610849741
- 1-55250-343-7
- OCLC:
- 476062003
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