ERIC Number: ED201309
Record Type: Non-Journal
Publication Date: 1980-Jun-30
Project To Design a Marketing Plan for Promoting Educators' Awareness of and Access to ERIC Products. Proposed Marketing Plan.
Contemporary Associates, Inc., Washington, DC.
The proposed strategy, which is designed to maximize the effectiveness and minimize the costs of marketing the Information Analysis Products (IAPs) produced by the 16 ERIC Clearinghouses, is based on a study of the concept of centralized versus decentralized ordering of selected ERIC products. The experiment measured four variables--postage, wages, materials, and miscellaneous cost. It also measured the clients' interest in ordering materials from more than one discipline, and tested a model for the distribution of products from a centralized source. This report describes the current marketing philosophy of ERIC, which is predicated on the fact that the federal government cannot collect funds for sale or profit; describes the current marketing strategies used by the individual clearinghouses; discusses three optional marketing strategies; and describes a role that the National Institute of Education could play in coordinating marketing for the ERIC system. Data on the comparative study of centralized and decentralized ordering are attached. (CHC)
Publication Type: Opinion Papers; Reports - Research
Education Level: N/A
Sponsor: National Inst. of Education (DHEW), Washington, DC.
Authoring Institution: Contemporary Associates, Inc., Washington, DC.