05094nam 2200673Ia 450 991045103890332120200520144314.01-280-84974-697866108497411-55250-343-7(CKB)1000000000344057(EBL)3248129(SSID)ssj0000198094(PQKBManifestationID)11169075(PQKBTitleCode)TC0000198094(PQKBWorkID)10169300(PQKB)11116028(MiAaPQ)EBC295150(MiAaPQ)EBC3248129(Au-PeEL)EBL295150(CaPaEBR)ebr10176393(CaONFJC)MIL84974(OCoLC)476062003(EXLCZ)99100000000034405719990511d1999 ua 0engur|n|---|||||txtccrMarketing information products and services[electronic resource] a primer for librarians and information professionals /editors, Abhinandan K. Jain ... [et al.]Ottawa International Development Research Centre ;New Delhi Tata McGraw-Hill Pub. Co.c19991 online resource (483 p.)Description based upon print version of record.0-88936-817-1 Includes bibliographical references.""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""; ""Promotion�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""Information servicesMarketingInformation resourcesMarketingMarketingManagementElectronic books.Information servicesMarketing.Information resourcesMarketing.MarketingManagement.025.5/2/0688Jain Abhinandan K858436International Development Research Centre (Canada)MiAaPQMiAaPQMiAaPQBOOK9910451038903321Marketing information products and services1916459UNINA