Marketing Scientific And Technical Information

1st Edition

William R. King

Routledge
Published June 7, 2019
Reference - 248 Pages
ISBN 9780367020927 - CAT# K403828

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Summary

Creating and disseminating scientific and technical information (STI) can be likened to producing and distributing a product or service. Although this view is natural to marketing scholars and practitioners, it is not one that has been extensively applied to STI policymaking and research. This book assesses and demonstrates the applicability and potential of various areas of marketing theory in the STI context. It includes the work of distinguished marketing scholars who have analyzed STI marketing from such perspectives as consumer needs assessment, information acquisition strategy, market segmentation, and product design.

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