Marketing services and resources in information organizations /

Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Yi, Zhixian George
Format: Électronique eBook
Langue:Inglés
Publié: Cambridge, MA : Chandos Publishing, �2018.
Collection:Chandos information professional series.
Sujets:
Internet marketing.
Information technology > Management.
Marketing sur Internet.
Technologie de l'information > Gestion.
Information technology > Management
Internet marketing
Accès en ligne:Texto completo
Table des matières:
  • Machine generated contents note: 1. Introduction to Marketing
  • 1.1. What is Marketing?
  • 1.2. Why is Marketing Important in Information Organizations?
  • 1.3. The Market Environment
  • 1.4. What is the Marketing Process?
  • 1.5. Key Marketing Concepts
  • 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
  • 3.3. 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 Techniques
  • 4.5. Target Marketing
  • 4.6. Positioning
  • 4.7. Summary
  • References.
  • Note continued: 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 Process
  • 7.3. 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
  • 8.2. 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.
  • Note continued: 9.2. Effective Techniques Used to Market Electronic Resources
  • 9.3. 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.

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