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Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.]
| Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.] |
| Pubbl/distr/stampa | Ottawa, : International Development Research Centre |
| Descrizione fisica | 1 online resource (483 p.) |
| Disciplina | 025.5/2/0688 |
| Altri autori (Persone) | JainAbhinandan K |
| Soggetto topico |
Information services - Marketing
Information resources - Marketing Marketing - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-84974-6
9786610849741 1-55250-343-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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""; ""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"" |
| Record Nr. | UNINA-9910451038903321 |
| Ottawa, : International Development Research Centre | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.]
| Marketing information products and services [[electronic resource] ] : a primer for librarians and information professionals / / editors, Abhinandan K. Jain ... [et al.] |
| Pubbl/distr/stampa | Ottawa, : International Development Research Centre |
| Descrizione fisica | 1 online resource (483 p.) |
| Disciplina | 025.5/2/0688 |
| Altri autori (Persone) | JainAbhinandan K |
| Soggetto topico |
Information services - Marketing
Information resources - Marketing Marketing - Management |
| ISBN |
1-280-84974-6
9786610849741 1-55250-343-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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 System |
| Record Nr. | UNINA-9910784225503321 |
| Ottawa, : International Development Research Centre | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||