The Marketing of Science and Technology Information Products and Services in Sub-Saharan Africa: A Case Study of the Ethiopian Science and Technology Commission (ESTC)
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Date
1997-05
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Addis Ababa University
Abstract
This thesis addresses the topic of the marketing of information services and products in
Sub Saharan Africa with special reference to Ethiopia. It examines the broadened concept
of marketing and how the concept has been applied in the library and information
services(LIS) world in general and Sub Saharan Africa in particular. The marketing
concept which is a philosophy that advocates a user oriented organisation and views users
as the lifeblood of the business is also explored.
Various marketing models are considered and a network analysis/scheduling model
is suggested. The steps in model building were market research and portfolio analysis. The
research revealed that marketing strategies are not applied in most LIS in Sub Saharan
Africa. Marketing planning is conspicuously absent. Much of what passed for marketing
in LIS in Sub Saharan Africa was a variety of discrete activities rather than a planned and
coherent programme.
Although information services and products exist their utilisation is very low.
Utilisation of information seems to depend on the awareness of its existence. For users to
be aware and utilize the information resources , and thus maximize the return on investment
marketing planning is suggested. The illustration of the network analysis/scheduling model
for marketing planning at the Ethiopian Science and Technology Commission is given.
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Keywords
Marketing of Science, Technology Information