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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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The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the…
Abstract
The objectives of this paper are firstly to outline the scope and the content of marketing, and secondly to explore the nature of the marketing of services as distinct from the marketing of products. In fulfilling both these objectives the paper provides a background for other contributions in this collection dealing with a variety of marketing of financial services examples and situations.
Angela Rushton and David J. Carson
In recent years there has been a marked development of the“service company”, first in North America and now in WesternEurope. Much attention has been given to the marketing of…
Abstract
In recent years there has been a marked development of the “service company”, first in North America and now in Western Europe. Much attention has been given to the marketing of services, but little in the sense of how to do services marketing. This is changing as more and more services begin to take the question of marketing seriously. This article looks at the theory, practice, and future of services marketing.
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David E. Hartman and John H. Lindgren
Maintains that many services marketing strategies have been basedon four commonly accepted dimensions. Empirically tests these dimensionsto determine if they are relevant for…
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Maintains that many services marketing strategies have been based on four commonly accepted dimensions. Empirically tests these dimensions to determine if they are relevant for developing services marketing strategies in consumer markets. Shows that while they perceive significant differences between goods and services, they use evaluative dimensions that are somewhat different from those proposed by the services marketing literature. Concludes that consumer‐driven strategies are more effective than strategies based on commonly accepted conceptual dimensions of services.
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R.G. Wyckham, P.T. Fitzroy and G.D. Mandry
Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be…
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Examines the little attention given to services in the marketing literature, concluding that products versus services as a taxonomy, is difficult to sustain and likely to be dysfunctional. Argues the need to develop multi‐dimensional taxonomies that include market characteristics, relating results to the firm's marketing strategy. Proposes to stir discussion of the applicability of this separation of products and services, with particular reference to the characteristics used to make this distinction. Contends that, in terms of marketing, services are not differing too much from products, and develops this contention. Concludes that the literature relating to the distinction between products and services is found wanting and more work needs to be done.
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Complexity and uncertainty have increasingly become the keyelements in the operating environment for UK financial services firms inthe last decade. These environmental pressures…
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Complexity and uncertainty have increasingly become the key elements in the operating environment for UK financial services firms in the last decade. These environmental pressures have pushed financial services organisations into developing marketing information and research strategies which will help them restore some stability to their business. The emerging marketing information and research strategies amongst the largest UK financial services companies are illustrated and the implications for the marketing research industry both now and in the future are examined.
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Describes how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer‐oriented marketing concept. Theorizes over service marketing…
Abstract
Describes how service businesses, who have most direct contact with consumers, seem to be the last to adopt a consumer‐oriented marketing concept. Theorizes over service marketing and how it stands at the same point as industrial marketing did some ten years ago. Postulates that general theories or frameworks for service marketing development seems to have followed two quite different paths. Says that one approach, which covers services offered by service companies, should be changed in a more product‐like manner, enabling the application of existing marketing theories. Compares the second approach, which is a notion that services are different, compared with physical products, holding that marketing concepts and models have to be developed in a more service‐like direction. Reports that findings herein are based on both theoretical and empirical research and that service marketing theory is the result of an ongoing research project, begun in 1976. Concludes by theorizing that service‐marketing theory, as presented, can only be applied to part of a service firm's total marketing function.
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Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what…
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Investigates the role of the professional in a firm offering professional services aiming to answer the questions of: what marketing activities the professional might use; what proportion of his/her time should be divided into what areas; and how marketing sales and costs might be calculated. Looks at current practices in this area, and attempts to find conceptual frameworks to guide professional service firms in the marketplace.
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Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating…
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Investigates the marketing of services, defining the term and describing previous work carried out in this area. Shows how theories of buyer behaviour can help in formulating marketing strategies by the use of examples. Suggest‐that by approaching the marketing of services through the available general theories the time and cost of developing effective techniques may be reduced.
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Gordon E. Greenley and Alan S. Matcham
Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the…
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Concerned with marketing of services but focuses on the service of incoming tourism as it is applied to the UK. States this study is in four sections. First, briefly examines the nature of services; second, examines the survey results; third, discusses the consequences of these results relative to the marketing problems; section four summarises the content herein. Sums up that the focus has been on problems involved in the marketing of services and on problems associated with the marketing of incoming tourism. States survey results were reported also the relationship of these results with the problem of marketing incoming tourism.
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