THE APPLICATION OF MARKETING: Strategic Marketing of Electronic Resources

Dillon, Dennis; Owens, Irene
January 2002
Strategic Marketing in Library & Information Science;2002, Issue 28, p117
Electronic information represents a special marketing challenge for libraries. Because libraries must compete with the publicly available resources on the Web, they need to provide a succinct marketing rationale for library users to make the effort to use the library's electronic resources. They also need to be careful to maintain the library's credibility and library users' trust in the library by not over-promising on the capabilities of electronic resources, or prematurely forcing users into the electronic realm when print may better meet their needs. In marketing electronic resources it is helpful to adopt the techniques of "relationship marketing" and to be aware of typical new product adoption behavior and the effects of disruptive technologies. The most effective approach to marketing electronic resources is to involve the entire organization in a strategic program focused on becoming a "marketing aware" organization.


Related Articles

  • How Epsilon quietly but successfully rose above the direct-marketing competition. Bush, Michael // Advertising Age;8/10/2009, Vol. 80 Issue 27, p9 

    The article focuses on the advertising and marketing agency Epsilon. Although relatively unknown, the company is one of the larger U.S. advertising agencies, specializing in direct and database marketing services as well as customer relations marketing. Chief Executive Officer (CEO) Bryan...

  • VARTOTOJŲ LOJALUMO LYGIŲ IDENTIFIKAVIMAS VERSLAS-VERSLUI RINKOJE SANTYKIŲ RINKODAROS KONTEKSTE. Žvirelienė, Renata; Kvedaras, Modestas // Management Theory & Studies for Rural Business & Infrastructure ;2011, Vol. 28 Issue 4, p172 

    Transformation processes occurring in business pose new requirements to companies when attracting customers and building their loyalty, thus encouraging to search for opportunities to apply new business concepts. Taking this into account, a scientific problem becomes evident, which is elaborated...

  • TOOL BOX.  // DM News;7/12/2010, p21 

    The article discusses several topics related to advertising in the U.S. Topics include direct mail incentives, loyalty online, electronic mail marketing, and permission-driven databases. It offers tips on several issues being raised such as making a direct mail attractive to consumers,...

  • ROLE OF TRUST AND COMMITMENT IN CREATING PROFITABLE RELATIONSHIP WITH CUSTOMERS. Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir // Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p606 

    Relationship marketing is an important element to attract and satisfy the customers. The basic purpose of the study is to provide a relationship Track that will help marketers to create and maintain strong relationships in consumer markets of developing nations like Pakistan. Data were collected...

  • UNREDEEMED POINTS OFFER INSIGHT. LEVEY, RICHARD H. // Chief Marketer (Penton Media, Inc.);Feb/Mar2011, Vol. 3 Issue 1, p37 

    The author provides suggestions on how companies can examine the reason why some customers keep unredeemed loyalty program points.

  • A CONTINGENCY FRAMEWORK FOR PULL MARKETING. Wiles, Michael // AMA Winter Educators' Conference Proceedings;2004, Vol. 15, p3 

    This paper makes several important contributions to marketing theory and practice. In terms of theory, by proposing a contingency framework for the effectiveness of pull marketing strategies, the model helps to fill our current knowledge gap about situations where pull marketing strategies are...

  • SITUATIONAL AND ENDURING INVOLVEMENT: IMPACT ON RELATIONSHIP MARKETING TACTICS. Rehman, Shams Ur; Shareef, Aamer; Ishaque, Amir // Interdisciplinary Journal of Contemporary Research in Business;May2012, Vol. 4 Issue 1, p598 

    Involvement is the important element to attract and satisfy the customers. Involvement also play role in attraction of customers attention towards the relationship marketing tactics. Previous research told about the whole impact of the involvement on Relationship Marketing tactics. But this...

  • ONLINE PUBLISHING: Success stories.  // B to B;4/20/2009, Vol. 94 Issue 5, p20 

    The article discusses success stories of business to business (b-to-b) marketers who have turned to online publishing. Sean Griffey, president of Questex Media's FierceMarkets, says his company had a recent deal with Oracle Corp. that had lead generation as a primary focus. Instead of giving...

  • Building relationships on-line is true promise of interactive marketing. McCann, Jim // Marketing News;10/27/97, Vol. 31 Issue 22, p10 

    This article focuses on the development of good relationship marketing via the Internet. Sending occasion "reminders" enhanced with individualized gift suggestions intensifies the relationship aspect of marketing. It is helpful to the customers, and the additional customer service is the...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics