Six golden rules for marketing your information service successfully

摘要

Offers advice on strategic and tactical approaches to marketing new business li- braries or information services, based on the author' s personal experiences at KPMG in setting up a new in formation service. The focus is not restricted to the Mechanics of marketing processes but is more concerned with ways of winning The hearts and minds of prospective clients and moving from a more traditional Transactional relationship with users to a more consultative one. Suggests six Rules to guide practitioners, with the proviso that these are the core ones that Worked for the author and that there could be others equally valid: segment the Service' s market; adapt the products to make them relevant; define and position The service; build relationships; understand how people work; and manage ex- pectations and maintain momentum.