Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.]

• Record Nr.: UNINA9910451038903321
• Pubbl/distr/stampa: Ottawa, : International Development Research Centre; New Delhi, : Tata McGraw-Hill Pub. Co., c1999
• ISBN: 1-280-84974-6; 9786610849741; 1-55250-343-7
• Descrizione fisica: 1 online resource (483 p.)
• Altri autori (Persone): JainAbhinandan K
• Disciplina: 025.5/2/0688
• Soggetti: Information services - Marketing; Information resources - Marketing; Marketing - Management; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: ""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""; ""References""; ""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""; ""References""; ""3. How to Develop a Marketing Plan""; ""Introduction""; ""Measure the Performance""; ""Conduct Marketing Audit""; ""Summarize Findings of Marketing Audit""; ""Select Strategic Direction""; ""Develop a Marketing ; Plan""; ""Implementation and Control""; ""Summary""; ""References""; ""4. How to Plan Information Products and Services Policy""; ""Introduction""""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""; ""Introduction""; ""Considerations in Pricing""; ""Select a Base Price""; ""Adapting the Base Price""; ""Revising Prices""; ""Summary and Conclusions""; ""References""; ""6. How to Promote Information Products and Services""; ""Promotionâ€?The Fourth 'P'""; ""Promotion Methods""; ""Promotion Activities""; ""How to Develop a Communication Programme""; ""Conclusion""""Guidelines for Promotion""; ""How to Develop a Communication Programme (An Example)""; ""References""; ""7. How to Conceive, Design and Introduce New Information Products and Services""; ""Introduction""; ""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""; ""Summary""; ""References""; ""8. How to Conduct Marketing Research for Marketing of Information Products and Services""; ""Introduction""; ""Preparing the Research Brief""; ""Developing a Research Plan""; ""Short Descriptions of Selected Research Designs""; ""Summary and Conclusions""; ""References""; ""9. Preparing the Organization for Marketing of Information Products and Services""; ""Background""; ""Assessing/Auditing an Organization's Service Quality""; ""Preparing People for Change""; ""Strategies for Making Changes in Staff""