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Author Jain, Abhinandan K
Title Marketing Information Products and Services : A Primer for Librarians and Information Professionals
Imprint Ottawa : International Development Research Centre, 1999
©1999
book jacket
Descript 1 online resource (483 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Intro -- 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 -- Strategies for Changing the Organization's Systems -- Marketing -- The Impact of the Sale of Information Services on the Overall Organization -- Conclusion -- References -- Case Study A: Marketing Research for Asian CD-ROM on Health and Environment -- Part I-Selection of a Research Agency -- Information Environment -- IDRC: South-East and East Asian Office -- Choice of Technology -- Developments So Far -- Questions for Discussion -- Part II-Finalizing Research Plan -- Background -- Research/BriefObjective -- Methods -- Research Design -- Literature Review -- Postal Survey -- The Mailing List -- The Questionnaire -- Data Collection -- Focus Group Discussions -- Consultation with Database Owners -- Interviews with CD-ROM Distributors -- Questions for Discussion -- References -- Part III-Research Findings on Feasibility
Respondent Profile -- Questions for Discussion -- Part IV-Recommendations on the Marketing Plan -- Buyers and Users -- Positions and Occupations of Interested Respondents -- The Product -- Place -- Price -- Promotion -- Questions for Discussion -- Case Study B: Caribbean Energy Information System -- Part I-Origin (1984-87) -- Workshop -- Missions -- Sponsor -- CEIS -- Questions for Discussion -- Part II-Getting Established (1987-93) -- Strengths -- Products and Services Introduced -- Market -- Pilot Surveys -- CEIS -- User Needs Survey in 1993 -- Questions for Discussion -- Part III-After the Survey (1993-95) -- Development of Specialized Services for Targeted Users -- Development of a Special Interest Group -- Creation of Energy Models -- Revamping of Products -- Petstats -- Promotion Policies -- Promotion Implementation -- Pricing -- Distribution -- Role of NFPs -- Results and Conclusion -- What Next? (1996-99) -- Questions for Discussion
Library and information sciences are experiencing a period of radical change. Today, just as businesses must compete for survival, growth, and market space, librarians and information professionals must assume a more proactive role to cope with increasing competition. This new demand presents a number of unanswered questions. What is the nature of this competition? How can libraries attract alternate sources of funding when public sponsorship and government spending are at a low ebb? What are some strategies for expanding the customer base and fulfilling customer requirements and expectations? And, finally, what is preventing librarians and information professionals from developing successful marketing strategies?. Marketing Information Products and Services responds to these questions. This comprehensive manual describes the fundamentals of marketing in the context of library and information sciences, presents various options for raising money, offers tips and techniques for better service management, and provides a step-by-step approach to developing marketing strategies. The book is an outcome of a project funded by Canada's International Development Research Centre (IDRC). It is assembled as a practical guide, with case studies and illustrations from libraries and information centres throughout the world
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Jain, Abhinandan K. Marketing Information Products and Services : A Primer for Librarians and Information Professionals Ottawa : International Development Research Centre,c1999 9780889368170
Subject Information services -- Marketing.;Information resources -- Marketing.;Marketing -- Management
Electronic books
Alt Author Jambhekar, Ashok
Rao, T.P.Rama
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