Search results

Topography is a problem in West Virginia. “If you took all the mountains of West Virginia and made them flat, West Virginia would be larger than Texas” is our boast and our network curse. Those mountains provide spectacular views, and stunning areas for our citizens who wish to maintain their independence. Those mountains and that remoteness also create difficulties in information equity, which we are just beginning to address.

In this article, I have traced the literature of marketing libraries and information services from 1970 to the present. This period immediately follows Kotler and Levy's introductory article in the Journal of Marketing (January 1969) which first suggested the idea of marketing nonprofit organizations. The use of the marketing concept for libraries and information services was an idea which did not appear until after that date. However, many articles on specific aspects of marketing, such as publicity and public relations, were published prior to 1970. These areas have been touched upon only briefly to show their connection with marketing.

How are public libraries fairing in this era of tight money? Investigations into sources of financing have made two things clear. The first is the predominantly local nature of public library support, despite the attention given the array of federal and state programs implemented since the passage in 1956 of the Library Service Act, later the Library Services and Construction Act (LSCA).

Today, VTLS is a comprehensive, integrated solution to the automation requirements of academic, public, and special libraries around the world. No two libraries are alike; no two regions are alike. VTLS recognizes these differences and offers libraries the flexibility of numerous options to configure the system that best meets their functional and financial needs.

The purpose of this paper is to show how yield management and dynamic pricing, which originated in the airline industry, are now diffusing in other service industries. The aim is to demonstrate that these techniques can be profitably applied to telecommunications and similar sectors and to examine the particular conditions of their implementation, development and efficiency.

The main concepts of yield management, dynamic pricing and CRM are carefully scrutinized. Also discussed is the concept of natural demand curve that aims at reaching a better compromise between the capacity of a company and the demand in an environment where services cannot be sold in advance. In order to sustain the analysis and demonstrate its managerial implications, five case studies are presented that exemplify some aspects of yield management techniques in the telecommunication sector.

Since the telecommunications are undergoing a process of increased competition and dynamic convergence, yield management techniques can help telecom operators to optimize the benefits they can derive from a subtle management of information networks and partnerships. However, such an approach is more difficult to implement in the telecommunication industry than in the airlines sector because of the difficulty to control (and sometimes refuse) network access to customers.

Capacity and revenue management become critical differentiation factors in improving service quality, loyalty and profitability. Given the increase in competitive pressure, the main objective of operators to sell customer access database to potential partners represents a radical change in the nature of financial and information flows and leads to a “customized management of services supply”.

What I will call the generic theory basically affirms that there often exists a disparity between the intentions of the actors and the outcome of their actions that gives rise to side-effects that are neither expected nor predictable.⁴ Unintended consequences are “incongruent” consequences, because what is in place in this case is a disparity between an action's original purpose and its results (Ermolaeva & Ross, 2011). This occurs because whenever we carry out our intentions in a complex world, there will be countless side-effects that could only partly be foreseen; most of the outcome depends on a series of combined reactions of a largely random nature. In other words, the interplay of forces and circumstances are so numerous and complex that it is impossible to consider all possible outcomes in advance. We can therefore say that any action has immediate effects – to some extent intentional and predictable – along with remote side-effects that are not necessarily intended or predictable. By acting we (intentionally) bring about certain things, while (unintentionally) provoking other things.