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170930s2018 enka ob 001 0 eng d |
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|a EBLCP
|b eng
|e rda
|e pn
|c EBLCP
|d MERUC
|d OCLCO
|d IDB
|d OCLCQ
|d LOA
|d OCLCO
|d OCLCF
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|d OCLCQ
|d OCL
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|d OCLCQ
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|a 9780081008140
|q electronic book
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|a 0081008147
|q electronic book
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|a (OCoLC)1004991059
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|a HF5415.1265
|b .Y5 2018
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|a HD30.2
|b .Y5 2018eb
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|a HCDD
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|a Yi, Zhixian,
|e author.
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|a Marketing services and resources in information organizations /
|c Zhixian Yi.
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| 264 |
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|a Cambridge, MA :
|b Chandos Publishing, An imprint of Elsevier,
|c [2018]
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| 300 |
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|a 1 online resource (xxii, 131 pages) :
|b color illustrations
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| 336 |
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|a text
|b txt
|2 rdacontent
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| 337 |
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|a computer
|b c
|2 rdamedia
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| 338 |
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|a online resource
|b cr
|2 rdacarrier
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| 490 |
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|a Chandos information professional series
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| 504 |
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|a Includes bibliographical references and index.
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| 520 |
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|a With the rapid development of information and communication technology and increasingly intense competition with other organizations, information organizations face a pressing need to market their unique services and resources and reach their user bases in the digital age. Marketing Services and Resources in Information Organizations explores a variety of important and useful topics in information organisations based on the author{u2019}s marketing courses and his empirical studies on Australian academic librarians{u2019} perceptions of marketing services and resources. This book provides an introduction to marketing, the marketing process, and marketing concepts, research, mix and branding, and much more. Readers will learn strategic marketing planning, implementation, and evaluation, effective techniques for promoting services and resources, and effective social media and Web 2.0 tools used to promote services and resources. Marketing Services and Resources in Information Organizations is survey-based, theoretical and practical. The advanced statistical techniques used in this book distinguish the findings from other survey research products in the marketing field, and will be useful to practitioners when they consider their own marketing strategies. This book provides administrators, practitioners, instructors, and students at all levels with effective marketing techniques, approaches, and strategies as it looks at marketing from multiple perspectives.
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|a Front Cover; Marketing Services and Resources in Information Organizations; Copyright Page; Dedication; Contents; Biography; Foreword; Preface; Acknowledgments; 1. Introduction to Marketing; 1.1 What is Marketing?; 1.2 Why is Marketing Important in Information Organizations?; 1.3 The Market Environment; 1.3.1 The External Environment; 1.3.2 The internal environment; 1.4 What is the Marketing Process?; 1.5 Key Marketing Concepts; 1.5.1 Social marketing; 1.5.2 Relationship marketing; 1.5.3 Digital marketing; 1.5.4 Social media marketing; 1.6 Summary; References; 2. Market Research.
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|a 2.1 Why is Market Research Important?2.2 The Market Research Process; 2.3 Approaches to Conducting Market Research; 2.4 Summary; References; 3. Techniques for Identifying Users' Needs and Wants; 3.1 The Importance of Identifying Users' Needs and Wants; 3.2 General Techniques; 3.2.1 Surveys; 3.2.2 Interviews; 3.2.3 Focus groups; 3.3 Effective Techniques; 3.4 Summary; References; 4. Market Segmentation, Targeting, and Positioning; 4.1 Why are Market Segmentation, Targeting, and Positioning Important?; 4.2 Criteria for Effective Segments; 4.3 Segmentation Methods.
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|a 4.4 Effective Segmentation Techniques4.5 Target Marketing; 4.6 Positioning; 4.7 Summary; References; 5. The Marketing Mix and Branding; 5.1 What is the Marketing Mix?; 5.2 The Seven Ps; 5.3 Creating the Marketing Mix; 5.4 Branding; 5.5 Summary; References; 6. Strategic Marketing Planning; 6.1 The Marketing Planning Process; 6.2 The Importance of Developing a Marketing Plan; 6.3 A Marketing Plan Writing and the Elements of a Marketing Plan; 6.4 Summary; References; 7. Marketing Implementation and Evaluation; 7.1 Why Are Implementation and Evaluation Important?
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|a 7.2 The Marketing Implementation and Evaluation Process7.3 Effective Approaches to Evaluating Marketing Activities; 7.4 Summary; References; 8. Techniques for Promoting Services and Resources; 8.1 Strategic Marketing of Service and Resource Promotion Mix; 8.1.1 Advertising; 8.1.2 Personal selling; 8.1.3 Public relations; 8.1.4 Sales promotion; 8.1.5 Direct marketing; 8.2 Effective Techniques Used to Promote Services and Resources; 8.3 Summary; References; 9. Techniques for Marketing Electronic Resources; 9.1 Strategic Marketing of Electronic Resources.
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|a 9.2 Effective Techniques Used to Market Electronic Resources9.3 Summary; References; 10. Social Media Marketing; 10.1 Understanding Web 2.0 and Social Media; 10.2 Effective Web 2.0 Tools Used to Market Services and Resources; 10.3 The Development of a Social Media Marketing Strategy and Web 2.0 Strategic Considerations; 10.4 Summary; References; 11. The Future of Marketing Services and Resources; 11.1 Challenges, Issues, and Strategic Considerations; 11.2 Trends; 11.3 Summary; References; Glossary; Index; Back Cover.
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| 588 |
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|a Description based on online resource; title from digital title page (viewed on October 24, 2022).
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| 650 |
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|a Internet marketing.
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| 650 |
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|a Information services
|x Marketing.
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| 650 |
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|a Information technology
|x Management.
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| 650 |
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7 |
|a Internet marketing
|2 fast
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| 650 |
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|a Information services
|x Marketing
|2 fast
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| 650 |
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7 |
|a Information technology
|x Management
|2 fast
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| 758 |
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|i has work:
|a Marketing services and resources in information organizations (Text)
|1 https://id.oclc.org/worldcat/entity/E39PD3PDXCP74XJCTPFjwPTt6q
|4 https://id.oclc.org/worldcat/ontology/hasWork
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| 776 |
0 |
8 |
|i Print version:
|a Yi, Zhixian George.
|t Marketing Services and Resources in Information Organizations.
|d OXford : Elsevier Science, ©2016
|z 9780081007983
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| 830 |
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0 |
|a Chandos information professional series.
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| 856 |
4 |
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|u https://ebookcentral.proquest.com/lib/holycrosscollege-ebooks/detail.action?docID=5051422
|y Click for online access
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| 903 |
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|a EBC-AC
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| 994 |
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|a 92
|b HCD
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