Marketing Scientific and Technical Information

ISBN-13: 9780367020927 / Angielski / Twarda / 2019 / 248 str.

Opis

Creating and disseminating scientific and technical information (STI) can be likened to producing and distributing a product or service. Although this view is natural to marketing scholars and practitioners, it is not one that has been extensively applied to STI policymaking and research. This book assesses and demonstrates the applicability and potential of various areas of marketing theory in the STI context. It includes the work of distinguished marketing scholars who have analyzed STI marketing from such perspectives as consumer needs assessment, information acquisition strategy, market segmentation, and product design.

Spis treści

Other Titles of Interest -- Preface -- Introduction -- Introduction -- Marketing Scientific and Technical Information -- STI Dissemination: Issues and Opportunities -- The STI User and Market -- Introduction -- STI Acquisition and the Firm -- A Model of User Behavior for Scientific and Technical Information -- Problems and Prospects in the Segmentation of the STI Market -- The STI Product -- Introduction -- Product Planning for Effective Scientific and Technical Information -- Increasing the Utilization of Scientific and Technical Information -- The Distribution of STI -- Introduction -- Channel Theory and STI Distribution -- Marketing of Information Services: Strategie Considerations in Channel Selection -- Developing a Better Understanding of STI Marketing -- Introduction -- An Experiment in the Application of Marketing Theory to the Marketing of STI Products and Services -- On the Evaluation of Scientific-T echnical Information Systems -- On the Buying and Using of Scientific and Technical Information by Organizations -- An Agenda for the Future -- Participants in Conference on Marketing Scientific and Technical Information