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Marketing services and resources in information organizations /
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 Res...
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Cambridge, MA :
Chandos Publishing, An imprint of Elsevier,
[2018]
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| Colección: | Chandos information professional series.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- 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.
- 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.
- 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?
- 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.
- 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.