With the rapid development of information and communication technology and increasingly intense competition with other organizations, information organizations face a pressing need to market their unique services and resources and reach their user bases in the digital age. Marketing Services and Resources in Information Organizations explores a variety of important and useful topics in information organisations based on the author's marketing courses and his empirical studies on Australian academic librarians' perceptions of marketing services and resources. This book provides an introduction to marketing, the marketing process, and marketing concepts, research, mix and branding, and much more. Readers will learn strategic marketing planning, implementation, and evaluation, effective techniques for promoting services and resources, and effective social media and Web 2.0 tools used to promote services and resources.

1. Introduction to Marketing 2. Market Research 3. Techniques for Identifying Users' Needs and Wants 4. Segmentation, Targeting and Positioning 5. The Marketing Mix and Branding 6. Strategic Marketing Planning 7. Marketing Implementation and Evaluation 8. Techniques for Promoting Services and Resources 9. Techniques for Marketing Electronic Resources 10. Social Media Marketing 11. The Future of Marketing Services and Resources