Marketing Information Products and Services: A Primer for Librarians and Information Professionals
Ottawa; New Delhi: International Development Research Centre (IDRC);Tata McGraw-Hill (1999), 462 pp.
Contains tables
ISBN 0-88936-959-3
Signature commbox: 10-Documentation-E 1999
"This marketing guide, therefore, introduces librarians and information professionals to marketing concepts and approaches, helps them to adopt a marketing orientation, and provides them with a step-by-step approach to developing marketing strategies and plans for their libraries or information centres. The guide contains nine chapters and two cases studies." (Preface)
Please note: the freely available version contains only parts of the publication.
1 Introduction to Marketing of Information Products and Services / Sreenivas Rao, 1
2 Key Concepts in Marketing of Information Products and Services / Abhinandan Jain and Rama Rao, 20
3 How to develop a Marketing Plan / Barbara Gumbs, 49
4 How to Plan Information Products and Services Policy / Koshy, 108
5 How to Price Information Products and Services / Arthur Vespry, Marienne Vespry and Christa Avery, 152
6 How to Promote Information Products and Services / Sreenivas Rao, 202
7 How to Conceive, Design and Introduce New Information Products and Services / Abraham Koshy, 226
8 How to Conduct Marketing Research for Marketing of Information Products and Services / Chin Saik Yoon and Abhinandan Jain, 267
9 Preparing the Organization for Marketing of Information Products and Services / Dominique Beaulieu, 328
Case Study A: Marketing Research for Asian CD-ROM on Health and Envrionment / Mona Whyte and Sreenivas Rao, 355
Caste Study B: Caribbean Energy Information System / Chin Saik Yoon and Abhinandan Jain, 419
2 Key Concepts in Marketing of Information Products and Services / Abhinandan Jain and Rama Rao, 20
3 How to develop a Marketing Plan / Barbara Gumbs, 49
4 How to Plan Information Products and Services Policy / Koshy, 108
5 How to Price Information Products and Services / Arthur Vespry, Marienne Vespry and Christa Avery, 152
6 How to Promote Information Products and Services / Sreenivas Rao, 202
7 How to Conceive, Design and Introduce New Information Products and Services / Abraham Koshy, 226
8 How to Conduct Marketing Research for Marketing of Information Products and Services / Chin Saik Yoon and Abhinandan Jain, 267
9 Preparing the Organization for Marketing of Information Products and Services / Dominique Beaulieu, 328
Case Study A: Marketing Research for Asian CD-ROM on Health and Envrionment / Mona Whyte and Sreenivas Rao, 355
Caste Study B: Caribbean Energy Information System / Chin Saik Yoon and Abhinandan Jain, 419
