Marketing Information Products and Services: A Primer for Librarians and Information Professionals

Contents......Page 16
Foreword......Page 6
Preface......Page 8
Acknowledgements......Page 12
Contributors......Page 14
Challenges of Today and Tomorrow......Page 22
Relevance of Marketing for Librarians and Information Managers......Page 26
What is Marketing?......Page 28
The Marketing Approach......Page 29
What Inhibits from being Marketing Oriented?......Page 32
The Four Barriers to Marketing......Page 34
Status of the Use of Marketing Concept in Libraries and Information Centres......Page 35
Need for Strategic Intervention......Page 37
References......Page 40
Introduction......Page 41
What is Marketing Management?......Page 42
Key Purposes of Marketing......Page 44
Organizational Orientations Towards Marketing......Page 49
Factors Affecting Achievement of Objectives......Page 54
Marketing Management......Page 62
References......Page 69
Introduction......Page 70
Measure the Performance......Page 74
Conduct Marketing Audit......Page 75
Summarize Findings of Marketing Audit......Page 84
Select Strategic Direction......Page 88
Develop a Marketing Plan......Page 98
Implementation and Control......Page 101
Summary......Page 112
References......Page 127
Introduction......Page 129
Key Concepts in Managing Products and Services......Page 136
Steps in Planning Product/Service Policy......Page 147
Summary and Guidelines for Product/Service Policy......Page 164
References......Page 172
Introduction......Page 173
Considerations in Pricing......Page 174
Select a Base Price......Page 191
Adapting the Base Price......Page 209
Revising Prices......Page 217
Summary and Conclusions......Page 219
References......Page 220
Promotion—The Fourth 'P'......Page 223
Promotion Methods......Page 224
Promotion Activities......Page 225
How to Develop a Communication Programme......Page 226
Conclusion......Page 239
Guidelines for Promotion......Page 241
How to Develop a Communication Programme (An Example)......Page 242
References......Page 246
Introduction......Page 247
Specifying Strategic Objectives of New Products/Services......Page 253
Generating New Product/Service Ideas......Page 254
Screening New Product/Service Ideas......Page 255
Developing Product/Service Concept (Offer Development)......Page 260
Refining and Testing Product/Service Concept......Page 262
Designing the Product/Service......Page 268
Product Testing......Page 272
Analysis of Commercial Feasibility......Page 276
Developing Marketing Strategy and Plan......Page 277
Test Marketing......Page 280
Commercializing the Product/Service......Page 283
Summary......Page 284
References......Page 287
Introduction......Page 288
Preparing the Research Brief......Page 292
Developing a Research Plan......Page 305
Short Descriptions of Selected Research Designs......Page 314
Summary and Conclusions......Page 346
References......Page 347
Background......Page 349
Assessing/Auditing an Organization's Service Quality......Page 351
Preparing People for Change......Page 357
Strategies for Making Changes in Staff......Page 360
Strategies for Changing the Organization's Systems......Page 363
Marketing......Page 366
The Impact of the Sale of Information Services on the Overall Organization......Page 368
Conclusion......Page 370
References......Page 372
Case Study A: Marketing Research for Asian CD-ROM on Health and Environment......Page 374
Information Environment......Page 376
IDRC: South-East and East Asian Office......Page 378
Choice of Technology......Page 379
Developments So Far......Page 380
Questions for Discussion......Page 382
Background......Page 391
Research/BriefObjective......Page 393
Methods......Page 394
Literature Review......Page 395
Postal Survey......Page 396
The Mailing List......Page 397
Data Collection......Page 398
Focus Group Discussions......Page 399
Consultation with Database Owners......Page 400
References......Page 401
Respondent Profile......Page 413
Questions for Discussion......Page 421
Part IV—Recommendations on the Marketing Plan......Page 422
Positions and Occupations of Interested Respondents......Page 423
The Product......Page 426
Place......Page 428
Promotion......Page 431
Questions for Discussion......Page 436
Case Study B: Caribbean Energy Information System......Page 438
Workshop......Page 440
Missions......Page 444
Sponsor......Page 448
CEIS......Page 449
Questions for Discussion......Page 450
Part II—Getting Established (1987–93)......Page 451
Products and Services Introduced......Page 452
Pilot Surveys......Page 453
User Needs Survey in 1993......Page 456
Questions for Discussion......Page 468
Development of Specialized Services for Targeted Users......Page 469
Development of a Special Interest Group......Page 470
Revamping of Products......Page 471
Petstats......Page 473
Promotion Policies......Page 474
Promotion Implementation......Page 475
Pricing......Page 478
Distribution......Page 480
Results and Conclusion......Page 481
What Next? (1996–99)......Page 482
Questions for Discussion......Page 483