Marketing agricultural information services in the Eastern Caribbean

Abstract

Presents a methodology for marketing an information service effectively. Focuses on the market intelligence system being developed by the Organization of Eastern Caribbean States’ agricultural diversification co‐ordinating unit (OECS‐ADCU). The methodology developed is based on a strategic approach to marketing which involves: analysis of the system’s environment; segmentation and needs assessment of its client groups; an information audit of the existing system; analysis of market and product opportunities; and the development of recommendations for a tactical marketing programme and its evaluation so that the system continues to reflect the priorities of its clients. The marketing strategy developed emphasizes client input and may be adopted by libraries, information centres and systems wishing to develop and market their services.

Citation

Evan‐Wong, S. (1996), "Marketing agricultural information services in the Eastern Caribbean", Library Management, Vol. 17 No. 3, pp. 22-28. https://doi.org/10.1108/01435129610112761