Customer-characteristics as criteria for market-segmentation in libraries
(1988) Customer-characteristics as criteria for market-segmentation in libraries. In Kapoor, S. K. and Chatterjee, Amitabha, Eds. Proceedings Marketing of library and information services in India : Papers presented at the 13th National Seminar of IASLIC, Calcutta, December 20 - 23 , 1988.(IASLIC Special Publication No. 28.), pp. 43-52, Cacutta.
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Abstract
[English abstract]
Paper highlights the limitations of marketing approach to library and information services; Reviews literature on correlation of information requirements of scientists and engineers with their characteristics; Analyses the data collected for a larger study of information-behaviour of the Indian space technologists, and correlates nature and type of information required by the space technologists with their hierarchical status, educational qualifications, nature of work, subject of specialisation, length of work experience and professional activities and achievements; Compares the results with the findings of earlier studies. Finally, paper concludes that the market segmentation of the Indian space technologists as users of their `primary library' is possible based on their characteristics like status, qualifications, specialisations, nature of work, professional activities and achievements and the library should be cognizant of this possible segmentation of target market for providing information services.
| Keywords: | Market segmentation, information service marketing, information requirements, Indian space technologists |
|---|---|
| Subjects: | F. Management. > FB. Marketing. |
| ID Code: | 12656 |
| Deposited By: | Sridhar, M S |
| Deposited On: | 13 February 2008 |
| All fields: | Show all fields |
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