Marketing strategies and practices used by Australian database producers

Abstract

This paper discusses two surveys conducted in 1986 and 1988 which examined attitudes of producers of Australian research‐based databases towards marketing, and the practices they employed to promote their database products. Attitudes and practice were found to be poor in 1986 with few database projects commanding budgets adequate for even the most basic of promotional activities. By 1988, improvement in attitudes towards marketing was evident, particularly from management. Satisfaction with assistance in marketing from vendors was significantly improved. However, on overall marketing performance, there is still much room for improvement and expansion in marketing to non‐library audiences and to non‐user groups. These two surveys provide benchmarks against which database marketing activity and attitudes can be measured in succeeding years.

Citation

Davis, M. (1989), "Marketing strategies and practices used by Australian database producers", Online Review, Vol. 13 No. 4, pp. 291-302. https://doi.org/10.1108/eb024313

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