Web Marketing | ScienceGate

Marketing of academic library resources and services

Scholarly Research Journal for Humanity Science & English Language ◽

10.21922/srjhsel.v4i24.10321 ◽

2017 ◽

Vol 4 (24) ◽

Author(s):

Raysh Thomas

Keyword(s):

Market Segmentation ◽

Community Involvement ◽

Academic Library ◽

Marketing Mix ◽

Societal Impact ◽

Positive Perception ◽

Web Marketing ◽

Library Resources ◽

Physical Features

Marketing is important for any organization that provides services to consumers. Marketing allows an organization to inform, remind, or persuade the consumer by sharing information about goods or services, community involvement, or societal impact. Simply stated, these efforts encompass anything libraries do to let the community know who they are, what they do, and what they offer. The goal of marketing is to keep the product in the minds of the customer: in the case of libraries it is to keep the customer aware of the library, to provide them with knowledge about the library’s physical features, resources, services, programs, and events, and to let them know about the benefits libraries offer. Marketing benefit the library by increasing usage, educating users, and increasing or at least maintaining a positive perception of the library.This paper discusses about functions ,elements, different strategies of marketing, marketing mix,market segmentation and web marketing in detail.

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Web marketing - the basics

Engineering Management ◽

10.1049/em:20030209 ◽

2003 ◽

Vol 13 (2) ◽

pp. 10-11

Author(s):

C. Pearse

Keyword(s):

Web Marketing

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An Analysis on Web Marketing Applicability of Commodities

2011 Fifth International Conference on Management of e-Commerce and e-Government ◽

10.1109/icmecg.2011.31 ◽

2011 ◽

Cited By ~ 1

Author(s):

Shangcai Xie ◽

Bian Wang ◽

Qingyu Yuan

Keyword(s):

Web Marketing

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Web Marketing Strategies in Agro Food SMEs

E-Innovation for Sustainable Development of Rural Resources During Global Economic Crisis - Practice, Progress, and Proficiency in Sustainability ◽

10.4018/978-1-4666-4550-9.ch015 ◽

2014 ◽

pp. 199-220 ◽

Cited By ~ 1

Author(s):

Aspasia Vlachvei ◽

Ourania Notta ◽

Francesco Diotallevi ◽

Andrea Marchini

Keyword(s):

Marketing Strategies ◽

Online Marketing ◽

European Countries ◽

The Internet ◽

Web Marketing ◽

Italian Wine ◽

Wine Sector ◽

Use Of The Internet ◽

Website Features

In this chapter, the authors study agro food SMEs and especially SMEs in the wine sector, which combine several common characteristics, and they make a comparison between e-marketing strategies and e-commerce adoption in wine SMEs in two European countries: Italy and Greece. Taking into account the existing literature about the use of the Internet for wine marketing, this study identifies the online marketing strategies and the Website features used by the Greek and Italian wine producers.

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Wine, family businesses and web: marketing strategies to compete effectively

British Food Journal ◽

10.1108/bfj-02-2017-0110 ◽

2017 ◽

Vol 119 (11) ◽

pp. 2294-2308 ◽

Cited By ~ 4

Author(s):

Lea Iaia ◽

Paola Scorrano ◽

Monica Fait ◽

Federica Cavallo

Keyword(s):

Ad Hoc ◽

Evaluation Model ◽

Essential Elements ◽

Family Businesses ◽

Marketing Strategies ◽

Analysis Model ◽

Competitive Strategies ◽

Content Type ◽

Web Marketing ◽

Present Information

Purpose The purpose of this paper is to deepen the web marketing strategies used by wine family businesses (FBs) with the aim to identify the role assigned to websites, the online models and the competitive strategies implemented through them. Design/methodology/approach In order to examine the content and structure of the information found on the website of selected FBs, an ad hoc analysis model was designed and validated with the support of marketing and industry experts through an inspecting focus group (Mich, 2007). Findings The subsequent observation of the websites of the businesses studied showed that family-run Italian wineries use their websites mainly to present information about the business and as a relational tool through edutainment activities; FBs yet neglect the potential of e-commerce. Research limitations/implications The study highlights the importance and the attention that FBs, among others, should dedicate to the role of web communications within their communications strategy. Although this path has allowed the traits essential to launch effective online communications for FBs, the small number of businesses surveyed (ten) does not permit a theoretical generalisation of the results. Thus, we expect to integrate the information obtained from this preliminary study with in-depth interviews with the digital strategists for the companies examined or by increasing the number of FBs studied. Originality/value The paper provides an evaluation model to effectively organise the websites’ contents; wine businesses should consider and customise these essential elements with the brand’s specific details.

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