Marketing services and resources in information organizations / Zhixian Yi.

Format:

Book

Author/Creator:

Yi, Zhixian, author.

Series:

Chandos information professional series.

Chandos Information Professional Series

Language:

English

Subjects (All):

Information technology--Management.

Information technology.

Physical Description:

1 online resource (155 pages).

Edition:

1st ed.

Place of Publication:

Cambridge, Massachusetts : Chandos Publishing, 2018.

Summary:

With the rapid development of information and communication technology and increasingly intense competition with other organizations, information organizations face a pressing need to market their unique services and resources and reach their user bases in the digital age. Marketing Services and Resources in Information Organizations explores a variety of important and useful topics in information organisations based on the author's marketing courses and his empirical studies on Australian academic librarians' perceptions of marketing services and resources. This book provides an introduction to marketing, the marketing process, and marketing concepts, research, mix and branding, and much more. Readers will learn strategic marketing planning, implementation, and evaluation, effective techniques for promoting services and resources, and effective social media and Web 2.0 tools used to promote services and resources.Marketing Services and Resources in Information Organizations is survey-based, theoretical and practical. The advanced statistical techniques used in this book distinguish the findings from other survey research products in the marketing field, and will be useful to practitioners when they consider their own marketing strategies. This book provides administrators, practitioners, instructors, and students at all levels with effective marketing techniques, approaches, and strategies as it looks at marketing from multiple perspectives.Dr. Zhixian (George) Yi is a Leadership Specialization Coordinator and Ph.D. supervisor in the School of Information Studies at Charles Sturt University, Australia. He received a doctorate in information and library sciences and a PhD minor in educational leadership from Texas Woman's University, and he was awarded his master's degree in information science from Southern Connecticut State University. In 2009, he was awarded the Eugene Garfield Doctoral Dissertation Fellowship from Beta Phi Mu, the International Library and Information Studies Honor Society. He was selected for inclusion into Who's Who in America in 2010.- Examines effective marketing techniques, approaches and strategies- Studies marketing from multiple perspectives- Empirical-based, theoretical, and practical- Systematic and comprehensive

Contents:

Front Cover

Marketing Services and Resources in Information Organizations

Copyright Page

Dedication

Contents

Biography

Foreword

Preface

Acknowledgments

1. Introduction to Marketing

1.1 What is Marketing?

1.2 Why is Marketing Important in Information Organizations?

1.3 The Market Environment

1.3.1 The External Environment

1.3.2 The internal environment

1.4 What is the Marketing Process?

1.5 Key Marketing Concepts

1.5.1 Social marketing

1.5.2 Relationship marketing

1.5.3 Digital marketing

1.5.4 Social media marketing

1.6 Summary

References

2. Market Research

2.1 Why is Market Research Important?

2.2 The Market Research Process

2.3 Approaches to Conducting Market Research

2.4 Summary

3. Techniques for Identifying Users' Needs and Wants

3.1 The Importance of Identifying Users' Needs and Wants

3.2 General Techniques

3.2.1 Surveys

3.2.2 Interviews

3.2.3 Focus groups

3.3 Effective Techniques

3.4 Summary

4. Market Segmentation, Targeting, and Positioning

4.1 Why are Market Segmentation, Targeting, and Positioning Important?

4.2 Criteria for Effective Segments

4.3 Segmentation Methods

4.4 Effective Segmentation Techniques

4.5 Target Marketing

4.6 Positioning

4.7 Summary

5. The Marketing Mix and Branding

5.1 What is the Marketing Mix?

5.2 The Seven Ps

5.3 Creating the Marketing Mix

5.4 Branding

5.5 Summary

6. Strategic Marketing Planning

6.1 The Marketing Planning Process

6.2 The Importance of Developing a Marketing Plan

6.3 A Marketing Plan Writing and the Elements of a Marketing Plan

6.4 Summary

7. Marketing Implementation and Evaluation

7.1 Why Are Implementation and Evaluation Important?.

7.2 The Marketing Implementation and Evaluation Process

7.3 Effective Approaches to Evaluating Marketing Activities

7.4 Summary

8. Techniques for Promoting Services and Resources

8.1 Strategic Marketing of Service and Resource Promotion Mix

8.1.1 Advertising

8.1.2 Personal selling

8.1.3 Public relations

8.1.4 Sales promotion

8.1.5 Direct marketing

8.2 Effective Techniques Used to Promote Services and Resources

8.3 Summary

9. Techniques for Marketing Electronic Resources

9.1 Strategic Marketing of Electronic Resources

9.2 Effective Techniques Used to Market Electronic Resources

9.3 Summary

10. Social Media Marketing

10.1 Understanding Web 2.0 and Social Media

10.2 Effective Web 2.0 Tools Used to Market Services and Resources

10.3 The Development of a Social Media Marketing Strategy and Web 2.0 Strategic Considerations

10.4 Summary

11. The Future of Marketing Services and Resources

11.1 Challenges, Issues, and Strategic Considerations

11.2 Trends

11.3 Summary

Glossary

Index

Back Cover.

Notes:

Includes bibliographical references and index.

Description based on online resource; title from PDF title page (ebrary, viewed October 17, 2017).

ISBN:

9780081008140

0081008147

9780081007983

0081007981