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The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.
Abstract
Purpose
The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.
Design/methodology/approach
The paper utilises literature surveys of currently published articles and the researcher's professional experience.
Findings
Marketing is a basic and essential management process for promoting information products and services in university libraries in Kenya, but it is not given the attention it deserves and/or is poorly coordinated. Marketing avails university libraries the unique opportunity to provide quality, and demand‐based and user‐oriented information products and services.
Research limitations/implications
The paper used mainly literature surveys of currently published articles and the researcher's professional experience.
Practical implications
The paper offers reasons, strategies or initiatives and recommendations on how to make university libraries the destination for the user population. In this respect, university libraries should be proactively involved in marketing of information products and services to the user population.
Social implications
University libraries in Kenya should involve themselves actively in marketing and promotion of information products and services to the information audience. This helps to create awareness among the user population leading to increased use of information products and services in the libraries.
Originality/value
The paper highlights various marketing initiatives of making university libraries in Kenya the destination for the user population. Also, the paper explores recent innovative strategies for marketing information products and services. Marketing helps university libraries to: market and promote information products and services, provide innovative products and services, understand the needs and demands of the information audience or user population, plan service provision, and provide efficient and effective information products and services.
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Marketing intelligence is seen as a vital part of any organisation's ability to compete now and in the future. It is established through “procedures and sources used by executives…
Abstract
Marketing intelligence is seen as a vital part of any organisation's ability to compete now and in the future. It is established through “procedures and sources used by executives to obtain their everyday information about pertinent developments in the marketing environment” (Kotler, 1984). The detail discussed here considers how Du Pont UK executives can improve their knowledge of their marketing environment so as to enable them to make more effective strategic decisions in the future. To do this, they need information, but they also need to reveal by analysis the messages this information contains — in fact, their goal — i.e. marketing intelligence.
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Computerised marketing information systems have been discussed inthe marketing and information systems literature for some time. Looks atthe extent to which they have been…
Abstract
Computerised marketing information systems have been discussed in the marketing and information systems literature for some time. Looks at the extent to which they have been implemented in the UK and concludes that they are still in their infancy. A schema for a marketing information system is presented together with some pitfalls in design that must be avoided. Discussion finally turns to how such an information system may be used.
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Nicholas J. Ashill and David Jobber
At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be defined as…
Abstract
At the very core of Marketing Information Systems (MkIS) design is the identification of the marketing information needs of decision‐makers. Information needs can be defined as the user specifications of information characteristics involved in information seeking, and refer to those qualities of information perceived by managers to be “useful” to facilitate their decision making. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors review a framework for exploring the design of an MkIS. A qualitative study examining the information needs of senior marketing executives is also reported and discussed. The results, based on interviews with 20 senior marketing executives, indicate that marketing information needs can be defined using six information characteristics.
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The changes to be expected in the marketing field as information technology becomes a more widely accepted phenomenon are highlighted. Specifically, attention is focused on the…
Abstract
The changes to be expected in the marketing field as information technology becomes a more widely accepted phenomenon are highlighted. Specifically, attention is focused on the observable, invisible and evolutionary effects such developments have on the marketing scenario. The analysis incorporates a set of recommendations.
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Seeks to encourage information professionals to take a critical perspective on the nature and practice of marketing as it relates to information‐based products and services. The…
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Seeks to encourage information professionals to take a critical perspective on the nature and practice of marketing as it relates to information‐based products and services. The following questions are explored: What is marketing? What is information marketing? Are you marketing or selling? When does marketing end and service delivery begin? Is it possible to brand an information service? Is it possible to “make friends and influence people” through a screen? Does marketing have any impact? From an academic perspective the exploration of these questions supports the development of an understanding of the nature of information marketing. For practitioners, the discussion surfaces some of the questions that marketers need to be prepared to answer.
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Jeonpyo Noh and James A. Fitzsimmons
A study of Korean service firms found that the level of information technology use is significantly related to the performance of the marketing function. Support was lacking only…
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A study of Korean service firms found that the level of information technology use is significantly related to the performance of the marketing function. Support was lacking only for the categories of “use of outside database” and “networking between mainframe computer and PCs.” In addition, the form of information technology use is significant in its contribution to the performance of the marketing function. This study supports the argument that benefits of information technology investment can be identified. Furthermore, there is evidence of a time lag in the payoffs from information technology, because the benefits of connectivity have not yet been realized.
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Philip J. Kitchen and Jillian F. Dawes
Changes in the financial services sector, brought about by newlegislation and increased competition, have led to many institutionsturning to marketing as a means of adjustment…
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Changes in the financial services sector, brought about by new legislation and increased competition, have led to many institutions turning to marketing as a means of adjustment. Building societies, in particular, have been placed in a situation where the development of marketing is crucial to corporate performance. In this scenario, marketing information systems should serve to underpin and strengthen the marketing concept in its implementation phase. Suggests, via empirical evidence, that current strategies deployed by smaller building societies for the development of marketing information systems may actually fall short in terms of marketing intelligence.
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Rolf Weiber and Tobias Kollmann
The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up…
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The aim of the following discussion is to present the division of markets into marketplace and marketspace and evaluate the significance of virtual value chains in opening up further possibilities in the marketplace and marketspace. Against this background, it will, second, be argued that information becomes a factor of success in its own right in competition in future markets. However, in order to activate information, marketing is forced to adapt to the conditions of information networks in the virtual marketplace (marketspace). Third, it will be discussed that marketing must develop into information‐based marketing. It will particularly be considered what demands are put on the information‐based market in order to achieve real competitive advantages in marketspace from the factor of production information.
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Paul N. Bloom and James E. Pailin
Learning about whether target markets face search, experience, orcredence situations when assessing a company′s product or service canhelp in formulating more effective marketing…
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Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information content and amount of its advertising, its use of brand names and warranties, its emphasis on personal selling, and other elements of its marketing program. Offers several propositions to guide marketing decision making.
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