marketing information literacy programmes

Marketing information literacy programmes

Aira LepikInstitute of Information Studies

Tallinn University

Session outline

Background, approach, contextMarketing as strategy Marketing as set of techniquesRelationship marketing: Added and shared values

Session objectives

To enable participants to identify and understand the marketing activities of information literacy programmes;

Consider how these activities could be applied in an information and knowledge environment;

Background

Philip Kotler: Marketing is human activity directed at satisfying needs and wants through exchange processes.

Christian Grönroos: Marketing is to establish, maintain and enhance long-term customer relationships at a profit, so that the objectives of the parties involved are met. This is done by mutual exchange and fulfilment of promises.

What is Marketing?

Marketing is an organizational function and a set of processes

for creating, communicating and delivering value to customers andfor managing customer relationships in ways that benefit the organization and its stakeholders (AMA, 2004)

What is marketing?“Marketing”, say Philip Kotler & Sidney Levy in “Broadening the concept of marketing” in which he first introduced the idea of applying commercial marketing principles and srategies to the non commercial organisation, is “customer satisfaction engineering”.

Kotler, P. & Levy, S. Broadening the concept of marketing. Journal of Marketing, 1969, 33, 1, 10-15.

What is marketing?

Benson Shapiro agreed with the need for marketing nonprofit organisations in this article “Marketing for nonprofit organisations” – he isolates resource attraction, resource allocation, and persuasion as the primary marketing duties of nonprofit institution manager.

Shapiro, B. Marketing for nonprofit organisations. Harvard Business Review, 1975, 5, 123-132.

What is marketing?

Marketing consists of the strategies and tactics used to identify, create and maintain satisfying relationships with customers that result in value for both the customer and the marketer.

What is marketing?

“…analyzing the needs of customers, designing products and processes to meet those needs, and communicating the availability of these to the customer.”

Dictionary of Business and Management

Core Marketing Concepts

Products – this includes; goods, services, experiences, people, places and ideas;Value, satisfaction and quality;Exchange, transactions and relationships;Markets and market segments;Needs, wants and demands;

What is the marketing mix?

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing activities.Jeroen McCarthy (1960)Booms, Bitner (1982)

4 “P”s … 7 “P”s: extended marketing mix?

Product (service, Product Life Cycle etc);Price (penetration pricing, psychological pricing etc);Place (distribution, channel, or intermediary etc);Promotion (personal selling, Public Relations, fairs and exhibitions etc);People (training etc);Process (value chain, measure the achievement marketing objectives etc);Physical evidence (Internet/web pages, brochures, business cards etc);

What is the marketing mix?

From promotion to promice?The promise concept was introduced in the marketing literature by Henrik Calonius (1983);Promice making & promice keeping;

Promise concept

When prospective customers can’t experience the product/service inadvance, they are asked to buy/use what are essentially promises –promises of satisfaction.What we can promise?

Unique selling proposition

The Unique Selling Proposition (also Unique Selling Point) is a marketing concept that was first proposed as a theory to explain a pattern among successful advertising campaigns;Reeves: Buy this product, and you will get this specific benefit.

The Philosophy Marketing and the Marketing Concept

Marketing is not only much broader than selling, it is not a specialized activity at all.It encompasses the entire business.It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.

Drucker

The Philosophy Marketing and the Marketing Concept

This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

Barwell

Library and Information Marketing

Primitive Marketing Concepts 1876-1970

Non for Profit Marketing1970ties

Services Marketing1990ties

Relationship Marketing2000ties

Internet Maketing, Cyberm@rketing, Wired Marketing etc

Application of marketing in libraries

1970ties … 1980ties: marketing and its application were new in the LIS field – texts theoretical and descriptiverather than evaluative (Yorke, Dragon, Gwynn, Jennings, Cronin);one aspect of marketing, mostly promotion, public relations (Butler, Howie, Hall, Stern);public and university libraries (Oldman,Rzasa & Norman, Whatley, Yorke);

Application of marketing in libraries

1980ties … 1990ties: market research and segmentation (Kinnel & MacDougall, Stueart & Moran);customer focus (Johnson, Rowley, Lozano)marketing planning (Cronin, Morgan & Noble, Weingand, Wood); marketing audit (Cram, Coote & Bachelor, Dworkin);

Application of marketing in libraries

Since 2000 ~: relationship marketing (Lozano, Rowley, Besant & Sharp, Broady-Preston & Felice);marketing planning (Kassel, Dodsworth);marketing & quality (Hernon & Nitecki, Rowley, Poll, Brophy);market orientation as a strategic option for libraries (Singh, Sen, Gupta & Jambhekar, Harrison & Shaw, de Sáez);

Application of marketing in libraries

Marketing strategies for digital library services(Henderson, Baker & Wallace)

Marketing library services to the Net Generation (Mi & Nesta)

Remark

The library literature shows a development fromgeneral discussion based mainly on the functional aspects of marketing, to research in the form of case studies grounded in the management literature, more concerned with strategic issues. There are no wide reaching studies across sectors, no longitudinal studies, and no meta-analysis.

Philip Kotler

"Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value."

- Philip Kotler in Kotler on Marketing

Three basic questions

What are you marketing?To whom are you marketing?Why are you marketing?

What are you marketing?

Can you easily describe your services/programms?Can you describe the value/benefits they bring?What is the message you are trying to put forward?

To whom are you marketing?

People – the original “P”Who are your customers?

Now: core marketFuture: prospectsHidden audience?

What are your customers needs?How well are you providing for them?

Why are you marketing?

Create a desire/need for your services?Create understanding of the value of your services – develop identity?Validate your existence?

Relationship Marketing

Relationship marketing has emerged as a dominant paradigm with consequences for marketing and management of a relationship-type marketing strategy.Relationship marketing refers to all activities directed to establishing, developing, and maintaining successful long-term relationships (Berry, 1995; Morgan & Hunt, 1994)

Term Relationship Marketing

Relationship Marketingdefined by Leonard Berry in 1983: Relationship marketing is attracting, maintaining and -service organisations –enhancing customer relationships.

Relationship Marketing

Relationship marketing

in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customers' needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.

Conceptual categories of relationship marketing (M. Harker)Primary construct (Other common constructs)

Creation (Attracting, establish, getting)Development (Enhancing, strengthening, enhance)Maintenance (Sustaining, stable, keeping)Interactive (Exchange, mutually, co-operative)Long term (Lasting, permanent, retaining)Emotional content (Commitment, trust, promises)Output (Profitable, rewarding, efficiency)

Definitions of RM

Relationship marketing is to and , and and when

necessary also to with customers and other stakeholders, at a profit, so that the objectives of all parties are met

Grönroos, C. (1994), “From marketing mix to relationship marketing: towards a paradigm shift in marketing”,

Management Decision, Vol. 32 No. 2, pp. 4-20.

Theoretical foundations of Relationship Marketing

Christian Grönroos

The framework of Relationship Marketingincludes an interaction process as the core, a planned communicationprocess as the marketing communications support through distinct communications media, and a customer value process asthe outcome of relationship marketing.

Key Processes of Relationship Marketing

Communication;Interaction;Value;

If the interaction and plannedcommunication processes are successfully integrated and geared towards customers’ value processes, a may merge.

Adrian Payne

The Six Markets Model (1991);

Relationship Marketing as Internal Marketing;

The Six Markets Model

Adrian Payne (1991) identifies six marketswhich he claims are central to relationship marketing. They are:

internal markets, supplier markets, recruitment markets, referral markets, influence markets,

and customer markets.

Relationship marketing in libraries

Besant & Sharp have created a practical model for visualizing relationship marketing in libraries. This model lists

librarians should consider.

Besant, L., Sharp, D. Libraries need Relationship Marketing. Information Outlook, March, 2000,17-22.

Relationship marketing (1)

1. Customer markets

Relationship marketing (2)

2. Internal markets

customers and internal suppliers. Good internal working relationships enhance external relationships.

Relationship marketing (3)

3. Supplier and alliance markets

Relationship marketing (4)

4. Referral markets

Relationship marketing (5)

5. Recruitment markets

Relationship marketing (6)

6. Influence markets

Relationship marketing

If numbers less than 10 don't impress you, you can go for Evert Gummesson’s 30Rs of relationship marketing,

("the classic dyad: the relationship between supplier and customer")

("the owner and financier relationship").Relationship Marketing - It's About Them and Us – Together!

Evert Gummesson

Its core is the identification of 30 tangible relationshipsthat exist in business and other organizations (Gummesson 1994, 1995, 1996) and their consequences.

Relationship marketing

From relationship marketing to CRM (Customer Relationship Management) and one-to-one marketing, Gummesson went to many-to-many marketing, or marketing as networks.It is not a single customer meeting a single supplier, it is a customer network meeting a supplier network.

Many-to-Many Marketing

Identify your networks;Differentiate the relationships;Interact in the networks;Customize;Learning networks.

Gummesson 2007

Thank you!

Questions?Comments?

Contact:E-mail: aira.lepik@tlu.eeSkype: airalepik