ERIC Number: ED411830
Record Type: RIE
Publication Date: 1996
Marketing Principles as Applied to the Corporate Information Center.
Brown, Suzan A.
Marketing principles, as applied by major businesses around the world, can also be used by information professionals to grow and expand their presence within their own organization. This paper focuses on parallels between marketing in the industrial/research arena, and the needs of information professionals to expand business from existing information center customers as well as expand into new markets in the corporation. Market research, product concept testing and customer surveys are discussed as proven marketing techniques. The importance of managing the entire information center product line and techniques for promoting key services of the information center are reviewed. It is emphasized that organizational objectives should be: specific (not a job description); results-oriented (not a list of activities); quantifiable and measurable; achievable within a definite time frame; and fewer than 10, and fitting on a single page. (Author/AEF)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: In: Online Information 96. Proceedings of the International Online Information Meeting (20th, Olympia 2, London, England, United Kingdom, December 3-5, 1996); see IR 056 631.