Marketing services and resources in information organizations / Zhixian Yi.

Includes index.

Print version record.

Machine generated contents note: 1. Introduction to Marketing -- 1.1. What is Marketing? -- 1.2. Why is Marketing Important in Information Organizations? -- 1.3. The Market Environment -- 1.4. What is the Marketing Process? -- 1.5. Key Marketing Concepts -- 1.6. Summary -- References -- 2. Market Research -- 2.1. Why is Market Research Important? -- 2.2. The Market Research Process -- 2.3. Approaches to Conducting Market Research -- 2.4. Summary -- References -- 3. Techniques for Identifying Users' Needs and Wants -- 3.1. The Importance of Identifying Users' Needs and Wants -- 3.2. General Techniques -- 3.3. Effective Techniques -- 3.4. Summary -- References -- 4. Market Segmentation, Targeting, and Positioning -- 4.1. Why are Market Segmentation, Targeting, and Positioning Important? -- 4.2. Criteria for Effective Segments -- 4.3. Segmentation Methods -- 4.4. Effective Segmentation Techniques -- 4.5. Target Marketing -- 4.6. Positioning -- 4.7. Summary -- References.

Note continued: 5. The Marketing Mix and Branding -- 5.1. What is the Marketing Mix? -- 5.2. The Seven Ps -- 5.3. Creating the Marketing Mix -- 5.4. Branding -- 5.5. Summary -- References -- 6. Strategic Marketing Planning -- 6.1. The Marketing Planning Process -- 6.2. The Importance of Developing a Marketing Plan -- 6.3.A Marketing Plan Writing and the Elements of a Marketing Plan -- 6.4. Summary -- References -- 7. Marketing Implementation and Evaluation -- 7.1. Why Are Implementation and Evaluation Important? -- 7.2. The Marketing Implementation and Evaluation Process -- 7.3. Effective Approaches to Evaluating Marketing Activities -- 7.4. Summary -- References -- 8. Techniques for Promoting Services and Resources -- 8.1. Strategic Marketing of Service and Resource Promotion Mix -- 8.2. Effective Techniques Used to Promote Services and Resources -- 8.3. Summary -- References -- 9. Techniques for Marketing Electronic Resources -- 9.1. Strategic Marketing of Electronic Resources.

Note continued: 9.2. Effective Techniques Used to Market Electronic Resources -- 9.3. Summary -- References -- 10. Social Media Marketing -- 10.1. Understanding Web 2.0 and Social Media -- 10.2. Effective Web 2.0 Tools Used to Market Services and Resources -- 10.3. The Development of a Social Media Marketing Strategy and Web 2.0 Strategic Considerations -- 10.4. Summary -- References -- 11. The Future of Marketing Services and Resources -- 11.1. Challenges, Issues, and Strategic Considerations -- 11.2. Trends -- 11.3. Summary -- References.