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.
General
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