Information marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Aldershot [u.a.]
Ashgate
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 196 S. |
| ISBN: | 0566082225 |
Internformat
MARC
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| 650 | 4 | |a Consommateurs | |
| 650 | 4 | |a Documentation, Services de - Marketing | |
| 650 | 7 | |a Informatie |2 gtt | |
| 650 | 7 | |a Informatiemaatschappij |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Information services industry | |
| 650 | 4 | |a Information services |x Marketing | |
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Datensatz im Suchindex
| _version_ | 1804128473526042624 |
|---|---|
| adam_text | Contents
List of figures vii
Acknowledgements xi
Introduction xiii
1 Marketing 1
2 The information marketplace 11
3 Customers 33
4 Building customer relationships 55
5 Information products 75
6 Branding and corporate identity 95
7 Marketing communications 107
8 Price and pricing policy 131
9 Collecting marketing data 153
10 Marketing strategy and planning 171
Index 193
V
List of figures
1.1 On being marketing oriented 5
2.1 Some end user product categories 17
2.2 Some terms for customer 18
2.3 Some categories of information customers 19
2.4 Stakeholder roles in the electronic
information marketplace 20
2.5 Some modes of document delivery 21
2.6 Some examples of collaborative projects 24
2.7 Influences in the marketing environment 29
2.8 Some examples of environmental
influences on the information
marketplace 29
3.1 Some characteristics for segmenting users
of information services 39
3.2 Some characteristics for segmenting
students in an academic library 41
3.3 Practical tips on segmentation and
targeting 43
3.4 The consumer decision making process 43
3.5 Example: purchase decisions for an
electronic encyclopedia 45
3.6 Typology of consumer decision making 45
3.7 Typology of information use behaviour 47
3.8 Model of the stages in the organizational
buying process 48
3.9 Factors influencing the consumer buying
process 50
3.10 Diffusion of innovation 52
4.1 Definition of categories of loyalty 58
vii
INFORMATION MARKETING
4.2 Practical tips on marketing services 62
4.3 Practical tips on understanding the total
customer experience, with walk through
audits 63
4.4 The service quality gaps 64
4.5 Practical tips on managing the service
experience in a library 66
5.1 Products available from Engineering
Information Inc. 76
5.2 Services from Bath University Library 77
5.3 Literature Online the difference between
product features and benefits 78
5.4 Benefits offered to users with disabilities
in Manchester academic libraries 79
5.5 Core, actual and augmented products 79
5.6 The new product development process 92
6.1 Elements of brand identifiers 96
6.2 Alternative definitions of the brand
construct 97
6.3 Approaches to branding 98
7.1 Promotion and its complement, market
research 108
7.2 Stages in designing communication
strategies 112
7.3 Models of marketing communication 113
7.4 Examples of potential message content for
library and information services 115
7.5 Pull and push promotional strategies 118
7.6 Practical tips on developing a PR strategy 120
7.7 Practical tips on content and format for a
press release 120
7.8 Comparing the objectives of product and
institutional advertising 121
7.9 Practical tips on good print
advertisements 122
7.10 Examples of recent messages in
advertisements in the information
marketplace 123
7.11 Stages in the personal selling process 128
8.1 Comparison of National Library of
Australia document delivery services 141
viii
FIGURES
8.2 Pricing strategies for Dialog Alert Service
(a current awareness service) 145
8.3 Practical tips on how to price a library
publication 146
8.4 The difference between private and public
goods 148
8.5 Information for free BTs Timesmart
Web portal 149
9.1 A marketing information system 156
9.2 Fundamental marketing questions 157
9.3 Developing research objectives 157
9.4 Data collection methods 159
9.5 Sources of secondary data 160
9.6 Practical tips on choosing respondents 162
9.7 Practical tips on conducting a marketing
research exercise 167
10.1 Porter s model of competitive forces 175
10.2 Approaches to achieving comparative
advantage by differentiation 177
10.3 The comparative advantage model and
industry structures 178
10.4 The comparative advantage model and
marketing strategies 179
10.5 Practical tips on analysing competitors 181
10.6 Boston Consulting Group Matrix for
analysing product portfolios 182
10.7 The marketing planning cycle 186
10.8 Practical tips on conducting and using a
SWOT analysis 188
10.9 Marketing objectives 188
10.10 Practical tips on the sections in a
marketing plan 192
IX
|
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| ctrlnum | (OCoLC)248244615 (DE-599)BVBBV013661072 |
| dewey-full | 025.00688 |
| dewey-hundreds | 000 - Computer science, information, general works |
| dewey-ones | 025 - Operations of libraries and archives |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:49:48Z |
| institution | BVB |
| isbn | 0566082225 |
| language | English |
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| physical | XV, 196 S. |
| publishDate | 2001 |
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| publisher | Ashgate |
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| spelling | Rowley, Jennifer 1950- Verfasser (DE-588)171783824 aut Information marketing Jennifer Rowley Aldershot [u.a.] Ashgate 2001 XV, 196 S. txt rdacontent n rdamedia nc rdacarrier Consommateurs Documentation, Services de - Marketing Informatie gtt Informatiemaatschappij gtt Marketing gtt Information services industry Information services Marketing Informationswirtschaft (DE-588)4412411-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Informationseinrichtung (DE-588)4161667-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Informationseinrichtung (DE-588)4161667-4 s DE-604 Informationswirtschaft (DE-588)4412411-9 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009334979&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Rowley, Jennifer 1950- Information marketing Consommateurs Documentation, Services de - Marketing Informatie gtt Informatiemaatschappij gtt Marketing gtt Information services industry Information services Marketing Informationswirtschaft (DE-588)4412411-9 gnd Marketing (DE-588)4037589-4 gnd Informationseinrichtung (DE-588)4161667-4 gnd |
| subject_GND | (DE-588)4412411-9 (DE-588)4037589-4 (DE-588)4161667-4 |
| title | Information marketing |
| title_auth | Information marketing |
| title_exact_search | Information marketing |
| title_full | Information marketing Jennifer Rowley |
| title_fullStr | Information marketing Jennifer Rowley |
| title_full_unstemmed | Information marketing Jennifer Rowley |
| title_short | Information marketing |
| title_sort | information marketing |
| topic | Consommateurs Documentation, Services de - Marketing Informatie gtt Informatiemaatschappij gtt Marketing gtt Information services industry Information services Marketing Informationswirtschaft (DE-588)4412411-9 gnd Marketing (DE-588)4037589-4 gnd Informationseinrichtung (DE-588)4161667-4 gnd |
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