The marketing plan: an exercise in many dimensions*

Article type: Research Article

Authors: Elias, Arthur W.

Affiliations: BioSciences Information Service, 2100 Arch Street, Philadelphia, PA 19103, USA

Note: [*] Text of a presentation delivered during a marketing workshop held on the occasion of the 28th Annual Conference of the National Federation of Abstracting and Information Services (NFAIS) in Philadelphia, on 5 March 1986.

Abstract: The preparative steps used in developing a marketing plan for an abstracting and indexing (A&I) service are presented. These are derived from operating experiences of BioSciences Information Service (BIOSIS) and include organizational activities, measurements (data) to be applied to the plan, and the media choices involved. The paper discusses the allocation of marketing costs and presents a method for ranking marketing programs which includes both funding and marketing resources. Methods for implementing the plan—including monitoring of results, feedback approaches and scheduling—are presented.

DOI: 10.3233/ISU-1986-65-604

Journal: Information Services & Use, vol. 6, no. 5-6, pp. 223-234, 1986