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This book assesses and demonstrates the applicability and potential of various areas of marketing theory in the scientific and technical information (STI) context. It includes the work of distinguished marketing scholars who have analysed STI marketing from various perspectives.
List of contents
Part 1: Introduction 1. Marketing Scientific and Technical Information 2. STI Dissemination: Issues and Opportunities Part 2: The STI User and Market 3. STI Acquisition and the Firm 4. A Model of User Behavior for Scientific and Technical Information 5. Problems and Prospects in the Segmentation of the STI Market Part 3: The STI Product 6. Product Planning for Effective Scientific and Technical Information 7. Increasing the Utilization of Scientific and Technical Information Part 4: The Distribution of STI 8. Channel Theory and STI Distribution 9. Marketing of Information Services: Strategic Considerations in Channel Selection Part 5: Developing a Better Understanding of STI Marketing 10. An Experiment in the Application of Marketing Theory to the Marketing of STI Products and Services 11. On the Evaluation of Scientific-Technical Information Systems 12. On the Buying and Using of Scientific and Technical Information by Organizations 13. An Agenda for the Future
Summary
This book assesses and demonstrates the applicability and potential of various areas of marketing theory in the scientific and technical information (STI) context. It includes the work of distinguished marketing scholars who have analysed STI marketing from various perspectives.
