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PARTNERSHIP MARKETING: A NEW APPROACH TO ENSURE SUSTAINABILITY IN A DIGITAL LIBRARY. Presented by: Hilda Kriel Academic Information Service University of Pretoria South Africa E-mail: krielh@ais.up.ac.za. IATUL The 24 th Annual Conference Ankara, Turkey June 2 – 5, 2003.

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slide1

PARTNERSHIP MARKETING:

A NEW APPROACH TO ENSURE

SUSTAINABILITY IN A DIGITAL LIBRARY

Presented by:

Hilda Kriel

Academic Information Service

University of Pretoria

South Africa

E-mail: krielh@ais.up.ac.za

IATUL

The 24th Annual Conference

Ankara, Turkey

June 2 – 5, 2003

© University of Pretoria

slide2

Sustainability

Sustainability

Business exist 

Create customer value =

© University of Pretoria

slide3

+

Value networks

Partnership

marketing

© University of Pretoria

slide4

Mass Markets

Relationships

Customer focus

THE EVOLUTION OF MARKETING

© University of Pretoria

slide5

Relationships

One way transactions

PARADIGM SHIFT

© University of Pretoria

slide6

Business exist  Create customer value =

Sustainability

Relationship

marketing

Cost

Activities

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria

slide7

Basic Marketing

1

Reactive marketing

2

3

Accountable marketing

Pro-active marketing

4

Partnership marketing

5

FIVE LEVELS OF RELATIONSHIP MARKETING

© University of Pretoria

slide8

Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria

slide9

GENERIC VALUE CHAIN

Firm Infrastructure

Human Resource Management

Margin

Support activities

Technology Development

Procurement

Inbound logistics

Operations/production

Outbound logistics

Marketing and sales

Service

Margin

Books

Databases

Information products

Journals

Customised/coherent information environment

Access delivery modes

Adapted from the model by Porter in

Competitive advantage: Creating and Sustaining

Superior Performance (1985)as cited by

Kotler (2000) in Marketing Management, p44.

Functional/Primary Activities

slide10

Cost

Activities

Value chain

Cost

Activities

Relationships

Business exist  Create customer value =

Sustainability

Relationship

marketing

Technology

Technology

Value net

Partnership

marketing

AIS Sustainability

Marketing Plan

© University of Pretoria

slide11

Cost

Activities

Relationships

Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

AIS Sustainability

Marketing Plan

© University of Pretoria

slide12

VALUE NET

Authors

End user

Sponsors

Value

Librarians

Publishers

Vendors

Technologists

© University of Pretoria

slide13

CHARACTERISTICS OF A

VALUE NET

All the role players collaborate and interact regularly to co-produce value

It creates and increases value for all its participants

It is focused on the end user and his/her needs

It is built on relationships

It is non-linear

Participants operate within a collaborative, digitally linked network

© University of Pretoria

slide14

Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria

slide15

Client numbers

Information Sources

+20 %

+50 %

Rand versus Dollar

Buying power

-75 %

-56 %

© University of Pretoria

slide16

WHY ScienceDirect?

Most expensive information product

Pricing model

Not fully utilised

Cost per article too high

© University of Pretoria

slide17

Business exist  Create customer value =

Sustainability

Cost

Activities

Relationship

marketing

Value chain

Technology

Technology

Value net

Partnership

marketing

Cost

Activities

Relationships

AIS Sustainability

Marketing Plan

© University of Pretoria

slide18

3

2

1

4

Macro

Market

Micro

MARKETING PLAN

7. Marketing Programmes

6. Market Segmentation

8. Critical issues

5. Marketing Strategy

9. Evaluation

4. Marketing Goals

Marketing Plan

3. Market Analysis

2. Product Introduction

1. Executive Summary

© University of Pretoria

slide19

PRODUCT FEATURES versus

CLIENT BENEFITS

© University of Pretoria

slide20

AIS is an important role player in the UP e-University initiative

ScienceDirect e-only option not necessarily in accordance with client preference

UP currently leading SA universities in research output. Aim to become leader in per capita research output

Price of product Inaffordability

SWOT ANALYSIS

S

W

O

T

© University of Pretoria

slide21

MARKETING GOALS

Quantitative

•To increase usage by 50%

•Lower cost/article to $3.24

Qualitative

• Optimise all features

• Create publishing opportunities for

[young] researchers

© University of Pretoria

slide22

MARKETING STRATEGY

To continue with our well established general marketing initiative via general training, web interfaces, training brochures, posters, newsletters and e-mail messages

To concentrate on four identified niche markets to take our marketing and ScienceDirect usage to a higher level

© University of Pretoria

slide23

• NSE 800 • VET 23 • EBIT 1183

1st Year students

1

Paper lovers

• All faculties: 800

2

3

Young researchers

• All faculties: 9700

Innovation managers/ teaching consultants

4

• All faculties: 22

MARKET SEGMENTATION

© University of Pretoria

slide24

MARKETING PROGRAMMES:

Product

© University of Pretoria

slide25

MARKETING PROGRAMMES:

Promotion

© University of Pretoria

slide26

MARKETING PROGRAMMES:

Value proposition

© University of Pretoria

slide27

RESULTS

© University of Pretoria

slide28

VENDOR - Elsevier

© University of Pretoria

slide29

LIBRARY -

Academic Information Service

© University of Pretoria

slide30

END USERS

© University of Pretoria

slide31

ACKNOWLEDGEMENTS

•Prof J De Wet, University of Pretoria

•Academic Information Service

•Elsevier

© University of Pretoria