Effective Techniques for Marketing Electronic Resources

Yi, Zhixian

doi:10.1016/j.acalib.2018.05.006

Cited by 7 publications

(6 citation statements)

References 25 publications

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“…Meanwhile, online channels will be carried out through social media such as Instagram, Facebook, and websites to enable potential consumers to know about this location. The collaboration of these two types of distribution channels are effective to attract and retain visitors (Banerjee & Bhardwaj, 2019;Yi, 2018).…”

Section: Channelsmentioning

confidence: 99%

The innovation of sustainable business model in eco-edutourism: a way for creating society 5.0

Kusdiyanti

Febrianto

Wijaya

et al. 2022

Bisma (Bisnis Manaj.)

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As a country with a huge population of more than 270 million people, Indonesia needs to reach society 5.0 to create a society-centred digital transformation. This study aims to formulate a business model for eco-edutourism in a vilage as a suburb with great potential in terms of natural resources and human resources. This research uses a qualitative approach with a type of case study. The primary and secondary data were obtained from semi-structured interviews, village databases, and related articles. The business model is formulated using the business model canvas with the identification of each element. The results show that the potential villages with natural resources and human resources can be developed into an education-based tourism village through its potential rich culture, cow farming, and proximity to another tourism destination. The business model canvas has been formulated from these potentials, which includes nine main elements. The main activities in this business are coffee processing educational tours, milk extracting educational tours, local cultural tours, nature tourism, and outbound tours. The value proposition formulated in the business model canvas in eco-edutourism is a social value that will focus on providing qualified education for visitors. The eco-edutourism initiation is expected to be an alternative to community-based digital transformation, especially in rural areas. Achieving digital transformation in the periphery areas on an ongoing basis can be a real step towards realising society 5.0 in Indonesia.

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Section: Channelsmentioning

confidence: 99%

The innovation of sustainable business model in eco-edutourism: a way for creating society 5.0

Kusdiyanti

Febrianto

Wijaya

et al. 2022

Bisma (Bisnis Manaj.)

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“…Currently, there is a growing need to employ new methods of electronic resource marketing in academic libraries in response to internal and external needs for information. The most common methods include social media, email, questionnaires, surveys, websites, and group training [ 20 ].…”

Section: Introductionmentioning

confidence: 99%

“…The literature indicates that academic libraries use various methods for introducing databases to their users [ 4 , 8 , 17 , 20 , 22 , 25 ], and some previous studies divided methods of marketing electronic resources into several general categories [ 26 ]. Some technological methods of marketing electronic resources, like web advertisement, are widely used by libraries [ 6 ].…”

Section: Introductionmentioning

confidence: 99%

“…Libraries vary in terms of the methods used to market electronic resources, which can be due to differences in librarians' views, situations, and various factors [ 20 ]. Although a large part of the budget of libraries in Iranian universities of medical sciences is spent on providing access to electronic resources, these libraries may sometimes not pay enough attention to the marketing of these resources [ 19 ] or follow a specific marketing strategy [ 27 ].…”

Section: Introductionmentioning

confidence: 99%

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Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process

Eskrootchi

Boroumand

2022

jmla

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Paired with the high cost of providing access to electronic resources in medical libraries, the inefficient use of these resources highlights the need for more efforts to promote these resources than ever before. In this study, electronic resource marketing methods were prioritized and the best strategies were determined using the analytical hierarchy process (AHP). Using an analytical survey of officials of medical libraries, the most common methods for marketing electronic resources in libraries were determined and divided into categories of strategies. Five important criteria for marketing strategies were also selected. Using AHP, pairwise comparisons were performed between the alternatives (i.e., strategies), which were evaluated against the selected criteria. Data analysis was performed using Expert Choice 11 software. A total of 44 electronic resource marketing methods were identified and categorized into 4 strategies. On average, 43.9% of these methods were used by the surveyed libraries. The AHP showed that simplicity was the most important criterion and that communication networks were the best electronic resource marketing strategy. Home/off-campus access, group training, library search stations, and marketing by individual librarians were the most preferred methods of marketing electronic resources. With the availability of a variety of different methods for marketing electronic resources, medical libraries must select strategies based on important criteria depending on the characteristics of the library, librarians, and users. Thus, the AHP can be an effective and practical solution to decision-making by mathematically prioritizing the selection of the best strategies from a set of alternatives based on differentially weighted criteria.

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“…A key role in all this is played by suppliers of marketing research (Stern and Tseng 2002). To date, the main focus of the work (Yi 2018;Gupta and Savard 2011) has been on the attitudes, perceptions and behaviour of university librarians responsible for management collections, in relation to the acquisition of content, how it is made available, how its usage is monitored and how decisions are made about the deletion of content.…”

Section: Introductionmentioning

confidence: 99%

Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR)

Tzempelikos

Kooli

Stone³

et al. 2020

Journal of Business-to-Business Marketing

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Findings -The interviews with librarians provided insight about how AMSR could be distributed to university libraries and how it could be accessed. The findings highlight the role of university academics in specifying the content of marketing and market research. They focus on 'real world' management problems to deliver research with impact and relevant teaching. Therefore, they need company and industry information and are more likely to use current sources.Research implications -The study maps the process of acquisition of marketing and market research content by universities and identifies the different roles involved in this process. The study is in line with the emerging literature that focuses on the role of education in explaining the relevance gap in marketing research. The study contrasts between the situation in the university market and industrial buying, and adds to our understanding of the complexities associated with the distribution of the marketing research material. The result is expected to be a much sharper focus for the marketing of the archive material, leading to greater use of recent high-quality market research by marketing educators, and changes to marketing and market research syllabuses.Practical implications -The study provides insight about how suppliers (whether content generators, aggregators, packagers or distributors of content) of market and marketing research should market to universities and ensure the use of their information resources by students and teachers and how they should. The findings of the study contribute to understanding customer needs and shaping a new service product proposition. In addition, the study provides insight into how university students and staff access and should access commercial research on marketing from the market research industry (in particular from the Archive of Market and Social Research) and use it in their learning, so that their knowledge will be more up to date and their employability will be increased.Originality/value -The paper adds several insights to the issue of distribution of marketing research material to universities. The paper relates to the marketing of information resources to universities, specifically to the work of the Archive of Market and Social Research, in marketing their information assets to universities, and more specifically the relationship between the "push" of suppliers, libraries, journal and textbook suppliers and information aggregators (such as EBSCO and JISC) and the pull coming from academic researchers and lecturers, who might use this information in their teaching and research. The present study can be seen as a classic case study of understanding of buyer behaviour, but in a modern world of information platforms, aggregation and the digital economy.

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Effective Techniques for Marketing Electronic Resources

Cited by 7 publications

References 25 publications

The innovation of sustainable business model in eco-edutourism: a way for creating society 5.0

The innovation of sustainable business model in eco-edutourism: a way for creating society 5.0

Marketing methods for electronic resources in medical libraries: a study on the application of the analytical hierarchy process

Distribution of Marketing Research Material to Universities: The Case of Archive of Market and Social Research (AMSR)

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