05141nam 2200637Ia 450 991078422550332120230912125448.01-280-84974-697866108497411-55250-343-7(CKB)1000000000344057(EBL)3248129(SSID)ssj0000198094(PQKBManifestationID)11169075(PQKBTitleCode)TC0000198094(PQKBWorkID)10169300(PQKB)11116028(Au-PeEL)EBL295150(CaPaEBR)ebr10176393(CaONFJC)MIL84974(OCoLC)476062003(VaAlCD)20.500.12592/2vvrb4(schport)gibson_crkn/2009-12-01/3/405983(MiAaPQ)EBC295150(MiAaPQ)EBC3248129(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.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 -- Introduction -- 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 -- Introduction -- Considerations in Pricing -- Select a Base Price -- Adapting the Base Price -- Revising Prices -- Summary and Conclusions -- 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 -- Summary and Conclusions -- References -- 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 SystemContributed articles presented at a workshop held in 1994.Information servicesMarketingInformation resourcesMarketingMarketingManagementInformation servicesMarketing.Information resourcesMarketing.MarketingManagement.025.5/2/0688Jain Abhinandan K1485773International Development Research Centre (Canada)MiAaPQMiAaPQMiAaPQBOOK9910784225503321Marketing information products and services3705052UNINA