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In Asia: Tata McGraw-Hill Publishing Co. Ltd, 7, West Patel Nagar, New Delhi 1100008, India.

Library and information sciences are experiencing a period of radical change. Today, just as businesses must compete for survival, growth, and market space, librarians and information professionals must assume a more proactive role to cope with increasing competition.

This new demand presents a number of unanswered questions. What is the nature of this competition? How can libraries attract alternate sources of funding when public sponsorship and government spending are at a low ebb? What are some strategies for expanding the customer base and fulfilling customer requirements and expectations? And, finally, what is preventing librarians and information professionals from developing successful marketing strategies?

Marketing Information Products and Services responds to these questions. This comprehensive manual describes the fundamentals of marketing in the context of library and information sciences, presents various options for raising money, offers tips and techniques for better service management, and provides a step-by-step approach to developing marketing strategies.

The book is an outcome of a project funded by Canada's International Development Research Centre (IDRC). It is assembled as a practical guide, with case studies and illustrations from libraries and information centres throughout the world.

THE EDITORS

Abhinandan K. Jain is a Professor of marketing at the Indian Institute of Management in Ahmedabad (IIMA), India. Ashok Jambhekaris Chief Librarian at IIMA. T.P. Rama Rao is a Professor of computer and nformation systems at IIMA. S. Sreenivas Rao has recently retired as Professor of business policy at IIMA.

CONTENTS

Foreword — Renald Lafond (IDRC, Ottawa, Canada) 
Preface 
Acknowledgments 
Contributors 

1. Introduction to Marketing of Information Products and Services
2. Key Concepts for Marketing of Information Products and Services
3. How to Develop a Market Plan
4. How to Plan Information Products and Services Policy
5. How to Price Information Products and Services
6. How to Promote Information Products and Services
7. How to Conceive, Design, and Introduce New Information Products and Services
8. How to Conduct Marketing Research for Information Products and Services
9. Preparing the Organization for Marketing of Information Products and Services

Book(s) 97 of 193