{"text_format":"2","workbook":"xls","n_sheets":1,"sheets":["report2"],"not_rendered":{"charts":0,"images":0,"macros":0,"external_links":1,"defined_names":1,"comments":0,"pivot_tables":0},"unopened":[],"bounds":{"document_bytes":16777216,"sheet_cells":100000,"run_cost":"one","rows_first":2000,"rows_last":500,"rows_between":2000,"halvings":0,"cell_chars":16384,"cell_head_chars":4096},"cells_cut":0,"cells_raw":0,"read":"whole","date_system":"1900","formulas":"cached_only"}

{"sheet":"report2","index":0,"n_rows":25,"n_cols":5,"rows_kept":25,"cut":false,"hidden":false,"merged":[[0,2,0,3],[0,4,0,5],[1,2,1,3],[1,4,1,5],[2,2,2,3],[4,2,4,3],[7,2,7,3],[8,2,8,3],[9,2,9,3],[13,2,13,3],[14,2,14,3],[18,2,18,3]],"flags":["formulas_cached_only"]}
[null,"1.","Record Nr.",null,"UNINA9910451038903321"]
[null,null,"Titolo",null,"Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.]"]
[null,null,"Pubbl/distr/stampa",null,"Ottawa, : International Development Research Centre"]
[{"$nulls":4},"New Delhi, : Tata McGraw-Hill Pub. Co., c1999"]
[null,null,"ISBN",null,"1-280-84974-6"]
[{"$nulls":4},"9786610849741"]
[{"$nulls":4},"1-55250-343-7"]
[null,null,"Descrizione fisica",null,"1 online resource (483 p.)"]
[null,null,"Disciplina",null,"025.5/2/0688"]
[null,null,"Soggetti",null,"Information services - Marketing"]
[{"$nulls":4},"Information resources - Marketing"]
[{"$nulls":4},"Marketing - Management"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references."]
[null,null,"Nota di contenuto",null,"\"\"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\"\""]
[{"$nulls":4},"\"\"Introduction\"\"\"\"What is Marketing Management?\"\"; \"\"Key Purposes of Marketing\"\"; \"\"Organizational Orientations Towards Marketing\"\"; \"\"Factors Affecting Achievement of Objectives\"\"; \"\"Marketing Management\"\"; \"\"Summary and Conclusions\"\"; \"\"References\"\"; \"\"3. How to Develop a Marketing Plan\"\"; \"\"Introduction\"\"; \"\"Measure the Performance\"\"; \"\"Conduct Marketing Audit\"\"; \"\"Summarize Findings of Marketing Audit\"\"; \"\"Select Strategic Direction\"\"; \"\"Develop a Marketing Plan\"\"; \"\"Implementation and Control\"\"; \"\"Summary\"\"; \"\"References\"\"; \"\"4. How to Plan Information Products and Services Policy\"\""]
[{"$nulls":4},"\"\"Introduction\"\"\"\"Key Concepts in Managing Products and Services\"\"; "]
[{"$nulls":4},"\"\"Steps in Planning Product/Service Policy\"\"; \"\"Summary and Guidelines for Product/Service Policy\"\"; \"\"References\"\"; \"\"5. How to Price Information Products and Services\"\"; \"\"Introduction\"\"; \"\"Considerations in Pricing\"\"; \"\"Select a Base Price\"\"; \"\"Adapting the Base Price\"\"; \"\"Revising Prices\"\"; \"\"Summary and Conclusions\"\"; \"\"References\"\"; \"\"6. How to Promote Information Products and Services\"\"; \"\"Promotionâ€?The Fourth 'P'\"\"; \"\"Promotion Methods\"\"; \"\"Promotion Activities\"\"; \"\"How to Develop a Communication Programme\"\""]
[{"$nulls":4},"\"\"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\"\""]
[{"$nulls":4},"\"\"Developing Marketing Strategy and Plan\"\"\"\"Test Marketing\"\"; \"\"Commercializing the Product/Service\"\"; \"\"Summary\"\"; \"\"References\"\"; \"\"8. How to Conduct Marketing Research for Marketing of Information Products and Services\"\"; \"\"Introduction\"\"; \"\"Preparing the Research Brief\"\"; \"\"Developing a Research Plan\"\"; \"\"Short Descriptions of Selected Research Designs\"\"; \"\"Summary and Conclusions\"\"; \"\"References\"\"; \"\"9. Preparing the Organization for Marketing of Information Products and Services\"\"; \"\"Background\"\"; \"\"Assessing/Auditing an Organization's Service Quality\"\"; \"\"Preparing People for Change\"\""]
[{"$nulls":4},"\"\"Strategies for Making Changes in Staff\"\""]