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035   $a(CaONFJC)MIL84974
035   $a(OCoLC)476062003
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100   $a19990511d1999      ua             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aMarketing information products and services$b[electronic resource] $ea primer for librarians and information professionals /$feditors, Abhinandan K. Jain ... [et al.]
210   $aOttawa $cInternational Development Research Centre ;$aNew Delhi $cTata McGraw-Hill Pub. Co.$dc1999
215   $a1 online resource (483 p.)
300   $aDescription based upon print version of record.
311   $a0-88936-817-1 
320   $aIncludes bibliographical references.
327   $aForeword --  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 System
330   $aContributed articles presented at a workshop held in 1994.
606   $aInformation services$xMarketing
606   $aInformation resources$xMarketing
606   $aMarketing$xManagement
615  0$aInformation services$xMarketing.
615  0$aInformation resources$xMarketing.
615  0$aMarketing$xManagement.
676   $a025.5/2/0688
701   $aJain$b Abhinandan K$01485773
712 02$aInternational Development Research Centre (Canada)
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910784225503321
996   $aMarketing information products and services$93705052
997   $aUNINA