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Article
Publication date: 17 August 2010

Elisha Ondieki Makori

The purpose of this paper is to explore the concept of marketing of information products and services in university libraries in Kenya.

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1385

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.

Details

Library Review, vol. 59 no. 7
Type: Research Article
ISSN: 0024-2535

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Article
Publication date: 1 July 1982

Christian Grönroos

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

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10847

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 servicemarketing theory, as presented, can only be applied to part of a service firm's total marketing function.

Details

European Journal of Marketing, vol. 16 no. 7
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 February 1980

D.W. Cowell

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…

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2789

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.

Details

Managerial Finance, vol. 5 no. 3
Type: Research Article
ISSN: 0307-4358

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Article
Publication date: 1 May 1979

E. Gummesson

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;…

Abstract

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.

Details

European Journal of Marketing, vol. 13 no. 5
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 January 1988

Patriya Tansuhaj, Donna Randall and Jim McCullough

In services marketing, the employee plays a central role in attracting, building and maintaining relationships with customers. The recognition of the central role of…

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3544

Abstract

In services marketing, the employee plays a central role in attracting, building and maintaining relationships with customers. The recognition of the central role of employees in service marketing has given rise to “internal marketing” programs strongly oriented to employee development. This paper explores the linkage between internal marketing activities (directed at employee recruitment, training, motivation, communication, and retention) and the more traditional external marketing activities (e.g., pricing, advertising, and personal selling). An examination of the relationship between the key elements of the services marketing management model (internal and external marketing, employee attitudes and behavior, and customer attitudes and behavior) demonstrates how service managers can enhance customer loyalty, satisfaction and perception of quality.

Details

Journal of Services Marketing, vol. 2 no. 1
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 1 May 1989

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

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.

Details

Marketing Intelligence & Planning, vol. 7 no. 5/6
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 1 February 2003

Jennifer Rowley

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

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6384

Abstract

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.

Details

Library Management, vol. 24 no. 1/2
Type: Research Article
ISSN: 0143-5124

Keywords

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Article
Publication date: 1 February 1993

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…

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2176

Abstract

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.

Details

Journal of Services Marketing, vol. 7 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 1 January 1975

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…

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1380

Abstract

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.

Details

European Journal of Marketing, vol. 9 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 11 April 2016

Christian Grönroos

This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and…

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3609

Abstract

Purpose

This paper aims to evaluate the findings first put forward in the article “Internationalization strategies for services” (Grönroos, 1999) with the benefit of hindsight and to offer directions for further research and developments in this research area.

Design/methodology/approach

Research directions spurred by the publication of the original article are examined in the light of current service(s) marketing theory and practice and the development of digitalization and Internet and mobile technologies. Promising current and future strands of research are identified.

Findings

The originally suggested modes of internationalization seem to remain valid. However, digitalization and the development of Internet and mobile technologies have enabled new ways of internationalizing which enable offering services globally from the establishment of a firm.

Originality/value

The original article was highly rated, generated discussion and drove important further research. It has value in the history of service(s) marketing research. This retrospective analysis by the author gives unique insight into the processes and thinking associated with understanding key factors which have contributed to the historical development of service(s) marketing and provides substantial directions for future research.

Details

Journal of Services Marketing, vol. 30 no. 2
Type: Research Article
ISSN: 0887-6045

Keywords

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