Marketing of Library Services in an Academic Environment

Marketing of information services is now an important goal of librarians all over the ~orld t? attract mor~ users to the libr~ry. thereby promoting user satisfaction. Marketing IS considered ~s ~n Integr~1 part of libraries and information centres mainly due to the developments In information t.echnology, information explosion, and declining library budgets. Kotler defines marketing as the "analysis, planning, implementation and control o~ carefully formulated programs designed to bring about voluntary exchanges of values WIth target markets fo~ the ~~rpos~ of~chievingorganizational objectives". Organizations suc.h as museums, unrversittes, libraries, and charities need to market their causes and their products to gain. political and social support as well as economic support (Kotler, 1995). In the marketing world people are now migrating from the traditional Four P ~lodelto th~ S~VE mode! (Alt~ns~n, 2013). According to the SAVE model, marketing III an orgarusanon must grve pnonty to 'Solutions' instead of the features or functions of~he.'Product" Similarily it is to focus on 'Access', instead of ,Place'; 'Value' instead of Price" so that the benefits are more stressed, rather than production costs. Instead of :Proliloti.on', marketi~g has. to conc~ntrate on 'Educating' the customers, providing lJlfo~mahol~ about t~eJr specific req~lrements, instead of relying on advertising, public rel~tlons, direct selling etc. From a library point ofview, to ensure maximum utilization of library ~ervices there is an increasing need for definite marketing plans to exploit the techn.ologlcal dcvelop",len~s so ~s to entice the users. By anticipating their changing needs and ~y co.mmulllcatl~g WIth them it should be possible to devise strategies to present various library services and products in a perceptive style.

Investigation on key molecular targets responsible for antidiabetic properties of Symplocos cochinchinensis (Lour.) S. Moore

Diabetes mellitus is a heterogeneous metabolic disorder characterized by hyperglycemia with disturbances in carbohydrate, protein and lipid metabolism resulting from defects in insulin secretion, insulin action or both. Currently there are 387 million people with diabetes worldwide and is expected to affect 592 million people by 2035. Insulin resistance in peripheral tissues and pancreatic beta cell dysfunction are the major challenges in the pathophysiology of diabetes. Diabetic secondary complications (like liver cirrhosis, retinopathy, microvascular and macrovascular complications) arise from persistent hyperglycemia and dyslipidemia can be disabling or even life threatening. Current medications are effective for control and management of hyperglycemia but undesirable effects, inefficiency against secondary complications and high cost are still serious issues in the present prognosis of this disorder. Hence the search for more effective and safer therapeutic agents of natural origin has been found to be highly demanding and attract attention in the present drug discovery research. The data available from Ayurveda on various medicinal plants for treatment of diabetes can efficiently yield potential new lead as antidiabetic agents. For wider acceptability and popularity of herbal remedies available in Ayurveda scientific validation by the elucidation of mechanism of action is very much essential. Modern biological techniques are available now to elucidate the biochemical basis of the effectiveness of these medicinal plants. Keeping this idea the research programme under this thesis has been planned to evaluate the molecular mechanism responsible for the antidiabetic property of Symplocos cochinchinensis, the main ingredient of Nishakathakadi Kashayam, a wellknown Ayurvedic antidiabetic preparation. A general introduction of diabetes, its pathophysiology, secondary complications and current treatment options, innovative solutions based on phytomedicine etc has been described in Chapter 1. The effect of Symplocos cochinchinensis (SC), on various in vitro biochemical targets relevant to diabetes is depicted in Chapter 2 including the preparation of plant extract. Since diabetes is a multifactorial disease, ethanolic extract of the bark of SC (SCE) and its fractions (hexane, dichloromethane, ethyl acetate and 90 % ethanol) were evaluated by in vitro methods against multiple targets such as control of postprandial hyperglycemia, insulin resistance, oxidative stress, pancreatic beta cell proliferation, inhibition of protein glycation, protein tyrosine phosphatase-1B (PTP-1B) and dipeptidyl peptidase-IV (DPPxxi IV). Among the extracts, SCE exhibited comparatively better activity like alpha glucosidase inhibition, insulin dependent glucose uptake (3 fold increase) in L6 myotubes, pancreatic beta cell regeneration in RIN-m5F and reduced triglyceride accumulation in 3T3-L1 cells, protection from hyperglycemia induced generation of reactive oxygen species in HepG2 cells with moderate antiglycation and PTP-1B inhibition. Chemical characterization by HPLC revealed the superiority of SCE over other extracts due to presence of bioactives (beta-sitosterol, phloretin 2’glucoside, oleanolic acid) in addition to minerals like magnesium, calcium, potassium, sodium, zinc and manganese. So SCE has been subjected to oral sucrose tolerance test (OGTT) to evaluate its antihyperglycemic property in mild diabetic and diabetic animal models. SCE showed significant antihyperglycemic activity in in vivo diabetic models. Chapter 3 highlights the beneficial effects of hydroethanol extract of Symplocos cochinchinensis (SCE) against hyperglycemia associated secondary complications in streptozotocin (60 mg/kg body weight) induced diabetic rat model. Proper sanction had been obtained for all the animal experiments from CSIR-CDRI institutional animal ethics committee. The experimental groups consist of normal control (NC), N + SCE 500 mg/kg bwd, diabetic control (DC), D + metformin 100 mg/kg bwd, D + SCE 250 and D + SCE 500. SCEs and metformin were administered daily for 21 days and sacrificed on day 22. Oral glucose tolerance test, plasma insulin, % HbA1c, urea, creatinine, aspartate aminotransferase (AST), alanine aminotransferase (ALT), albumin, total protein etc. were analysed. Aldose reductase (AR) activity in the eye lens was also checked. On day 21, DC rats showed significantly abnormal glucose response, HOMA-IR, % HbA1c, decreased activity of antioxidant enzymes and GSH, elevated AR activity, hepatic and renal oxidative stress markers compared to NC. DC rats also exhibited increased level of plasma urea and creatinine. Treatment with SCE protected from the deleterious alterations of biochemical parameters in a dose dependent manner including histopathological alterations in pancreas. SCE 500 exhibited significant glucose lowering effect and decreased HOMA-IR, % HbA1c, lens AR activity, and hepatic, renal oxidative stress and function markers compared to DC group. Considerable amount of liver and muscle glycogen was replenished by SCE treatment in diabetic animals. Although metformin showed better effect, the activity of SCE was very much comparable with this drug. xxii The possible molecular mechanism behind the protective property of S. cochinchinensis against the insulin resistance in peripheral tissue as well as dyslipidemia in in vivo high fructose saturated fat diet model is described in Chapter 4. Initially animal were fed a high fructose saturated fat (HFS) diet for a period of 8 weeks to develop insulin resistance and dyslipidemia. The normal diet control (ND), ND + SCE 500 mg/kg bwd, high fructose saturated fat diet control (HFS), HFS + metformin 100 mg/kg bwd, HFS + SCE 250 and HFS + SCE 500 were the experimental groups. SCEs and metformin were administered daily for the next 3 weeks and sacrificed at the end of 11th week. At the end of week 11, HFS rats showed significantly abnormal glucose and insulin tolerance, HOMA-IR, % HbA1c, adiponectin, lipid profile, liver glycolytic and gluconeogenic enzyme activities, liver and muscle triglyceride accumulation compared to ND. HFS rats also exhibited increased level of plasma inflammatory cytokines, upregulated mRNA level of gluconeogenic and lipogenic genes in liver. HFS exhibited the increased expression of GLUT-2 in liver and decreased expression of GLUT-4 in muscle and adipose. SCE treatment also preserved the architecture of pancreas, liver, and kidney tissues. Treatment with SCE reversed the alterations of biochemical parameters, improved insulin sensitivity by modifying gene expression in liver, muscle and adipose tissues. Overall results suggest that SC mediates the antidiabetic activity mainly via alpha glucosidase inhibition, improved insulin sensitivity, with antiglycation and antioxidant activities.

SHGs and Cooperatives in the Fishing Sector: An Inclusive Development Option for the Fisher folk of Kerala

The Kerala model of development mostly bypassed the fishing community, as the fishers form the main miserable groups with respect to many of the socio-economic and quality of life indicators. Modernization drive in the fishing sector paradoxically turns to marginalization drives as far as the traditional fishers in Kerala are concerned. Subsequent management and resource recuperation drives too seemed to be detrimental to the local fishing community. Though SHGs and cooperatives had helped in overcoming many of the maladies in most of the sectors in Kerala in terms of livelihood and employment in the 1980s, the fishing sector by that time had been moving ahead with mechanization and export euphoria and hence it bypassed the fishing sector. Though it has not helped the fishing sector in the initial stages, but because of necessity, it soon has become a vibrant livelihood and employment force in the coastal economy of Kerala. Initial success made it to link this with the governmental cooperative set up and soon SHGs and Cooperatives become reinforcing forces for the inclusive development of the real fishers.The fisheries sector in Kerala has undergone drastic changes with the advent of globalised economy. The traditional fisher folk are one of the most marginalized communities in the state and are left out of the overall development process mainly due to the marginalization of this community both in the sea and in the market due to modernization and mechanization of the sector. Mechanization opened up the sector a great deal as it began to attract people belonging to non-fishing community as moneylenders, boat owners, employers and middle men which often resulted in conflicts between traditional and mechanized fishermen. These factors, together with resource depletion resulted in the backwardness experienced by the traditional fishermen compared to other communities who were reaping the benefits of the overall development scenario.The studies detailing the activities and achievements of fisher folks via Self Help Groups (SHGs) and the cooperative movement in coastal Kerala are scant. The SHGs through cooperatives have been effective in livelihood security, poverty alleviation and inclusive development of the fisher folk (Rajasenan and Rajeev, 2012). The SHGs have a greater role to play as estimated fall in demand for marine products in international markets, which may result in reduction of employment opportunities in fish processing, peeling, etc. Also, technological advancement has made them unskilled to work in this sector making them outliers in the overall development process resulting in poor quality of physical and social infrastructure. Hence, it is all the more important to derive a strategy and best practice methods for the effective functioning of these SHGs so that the

Synthesis and Characterization of Magnetic Nanoparticles with High Magnetization and Good Oxidation Resistibility

Magnetic nanoparticles attract increasing attention because of their current and potential biomedical applications, such as, magnetically targeted and controlled drug delivery, magnetic hyperthermia and magnetic extraction. Increased magnetization can lead to improved performance in targeting and retention in drug delivery and a higher efficiency in biomaterials extraction. We reported an approach to synthesize iron contained magnetic nanoparticles with high magnetization and good oxidation resistibility by pyrolysis of iron pentacarbonyl (Fe(CO)[subscript 5]) in methane (CH[subscript 4]). Using the high reactivity of Fe nanoparticles, decomposition of CH[subscript 4] on the Fe nanoparticles leads to the formation of nanocrystalline iron carbides at a temperature below 260°C. Structural investigation indicated that the as-synthesized nanoparticles contained crystalline bcc Fe, iron carbides and spinel iron oxide. The Mössbauer and DSC results testified that the as-synthesized nanoparticle contained three crystalline iron carbide phases, which converted to Fe[subscript 3]C after a heat treatment. Surface analysis suggested that the as-synthesized and subsequently heated iron-iron carbide particles were coated by iron oxide, which originated from oxidization of surface Fe atoms. The heat-treated nanoparticles exhibited a magnetization of 160 emu/g, which is two times of that of currently used spinel iron oxide nanoparticles. After heating in an acidic solution with a pH value of 5 at 60°C for 20 h, the nanoparticles retained 90 percentage of the magnetization.

Public and student awareness science: recreational science as a catalyst

When discussing the traditional and new missions of higher education (1996 Report to UNESCO of the International Commission on Education for the 21st Century) Jacques Delors stated that "Excessive attraction to social sciences has broken equilibrium of available graduates for workforce, thus causing doubts of graduates and employers on the quality of knowledge provided by higher education". Likewise, when discussing the progress of science and technology, the 1998 UNESCO World Conference on Higher Education concluded that "Another challenge concerts the latest advancements of Science, the sine qua non of sustainable development"; and that “with Information Technology, the unavoidable invasion of virtual reality has increased the distance between industrial and developing countries". Recreational Science has a long tradition all over the Educational World; it aims to show the basic aspects of Science, aims to entertain, and aims to induce thinking. Until a few years ago, this field of knowledge consisted of a few books, a few kits and other classical (yet innovative) ways to popularize the knowledge of Nature and the laws governing it. In Spain, the interest for recreational science has increased in the last years. First, new recreational books are being published and found in bookstores. Second the number of Science-related museums and exhibits is increasing. And third, new television shows are produced and new short science-based, superficial sketches are found in variety programs. However, actual programs in Spanish television dealing seriously with Science are scarce. Recreational Science, especially that related to physical phenomena like light or motion, is generally found at Science Museums because special equipment is required. On the contrary, Science related mathematics, quizzes and puzzles use to gather into books, e.g. the extensive collections by Martin Gardner. However, lately Science podcasts have entered the field of science communication. Not only traditional science journals and television channels are providing audio and video podcasts, but new websites deal exclusively with science podcasts, in particular on Recreational Science. In this communication we discuss the above mentioned trends and show our experience in the last two years in participating at Science Fairs and university-sponsored events to attract students to science and technology careers. We show a combination of real examples (e.g., mathemagic), imagination, use of information technology, and use of social networks. We present as well an experience on designing a computational, interactive tool to promote chemistry among high school, prospective students using computers ("Dancing with Bionanomolecules"). Like the concepts related to Web 2.0, it has been already proposed that a new framework for communication of science is emerging, i.e., Science Communication 2.0, where people and institutions develop new innovative ways to explain science topics to diverse publics – and where Recreational Science is likely to play a leading role

Tropical Paradise: una propuesta exportadora

El proyecto de grado de Administración de Negocios Internacionales expuesto en este trabajo académico, tiene su marco estructural en la empresa Tropical Paradise, comercializadora de cócteles tropicales liofilizados sin alcohol, con el cual se busca demostrar la factibilidad y viabilidad de que Colombia exporte un producto innovador en contrapuesta de los productos que exporta tradicionalmente a nivel mundial. Dentro del plan exportador de la empresa Tropical Paradise, Alemania será el primer país importador de cócteles tropicales liofilizados sin alcohol y se constituirá como distribuidor del producto al interior del país y a otros países de la Unión Europea.

How can be strategically improved the international attractivity of the touristic sector in Colombia?

Durante el desarrollo de este trabajo de grado, se describe la posibilidad de incrementar estratégicamente el potencial de atraer visitantes extranjeros al país. Colombia es un lugar lleno de biodiversidad, cultura y belleza; pero algunas circunstancias como la guerra, la mala imagen a nivel internacional y la pobre infraestructura turística, han detenido el crecimiento de los indicadores turísticos. La implementación de diferentes estrategias distintivas para posicionar la industria turística y para lograr el mejoramiento continuo, como la definición de planes de contingencia para luchar en contra de la violencia y la inseguridad, el mejoramiento de las condiciones de infraestructura, la mejor capacitación y entrenamiento de todas las personas relacionadas con este segmento de mercado y también los esfuerzos por difundir en mayor proporción información clara y eficiente sobre Colombia; son algunos de los principales objetivos que deben ser alcanzados para incrementar el nivel de atractividad del sector para visitantes internacionales, y también, estas estrategias contribuirán al mejoramiento de los indicadores de desempeño del sector y del país en general.

Una aproximación hacia el estudio de la logistica en Colombia

El manejo de la cadena de abastecimiento se ha convertido en uno de los factores más importantes para el éxito en el mundo de los negocios actuales. El análisis de los indicadores de la cadena de abastecimiento como el LPI, han demostrado que un mejor desempeño en la logística está fuertemente asociado con expansión del comercio, diversificaciones en las exportaciones, habilidades para atraer inversión extranjera y crecimiento económico. El uso de la logística y la producción, es un concepto que ha evolucionado en diversos países, en diferentes etapas dependiendo de la adopción del concepto. Los países del primer mundo tuvieron la oportunidad de implementar la cadena de suministro a muchos de sus negocios gracias a los recursos económicos que disponen para desarrollo, investigación y procesos de innovación. Colombia ha demostrado lo importante que es la cadena de suministro, por muchos años no fue su foco de crecimiento, pero con la globalización y los cambios que ha tenido la economía y las empresas, ha demostrado que puede implementarla y puede volver poco a poco sus empresas eficientes.

Diagnostico y plan estratégico sector turismo en el municipio de El Colegio- Cundinamarca

La presente investigación se realizó en el Municipio de El Colegio-Cundinamarca, gracias al convenio suscrito entre la Universidad del Rosario y la Gobernación de Cundinamarca; que buscando mejorar el desarrollo económico y calidad de vida de los municipios del departamento creó el proyecto “Municipio Saludable Y Polo De Desarrollo Local”. Luego de realizar un diagnóstico con base en información secundaria se evidencia la falta de planificación, organización y promoción del sector turismo en el municipio de El Colegio. La esencia del trabajo es plantear un plan estratégico a partir de dicho diagnóstico, con estrategias que puedan ser desarrolladas tanto en tiempo presente como en el futuro por los involucrados. Todo esto para mejorar y potencializar el sector turismo e identificar un enfoque el cual pueda desarrollarse en el municipio para atraer nuevos turistas tanto nacionales como internacionales.

La proyección de imagen a partir de Soft Power, mediante Nation Branding y Diplomacia Pública en el caso de Japón, durante el periodo 2002 – 2010

En el actual contexto de globalización y con el comienzo de la era de la información, cada vez más Estados han buscado proyectar una imagen favorable con el objetivo de atraer atención y crear una reputación que permitan cumplir objetivos de política exterior y fomentar el desarrollo económico, logrando de esta manera un posicionamiento en el sistema internacional mediante estrategias novedosas, que incluyen elementos tanto diplomáticos, políticos, económicos, como comerciales y culturales. Para Japón, Nation Branding y la diplomacia pública han sido dos de las principales herramientas para lograr este reposicionamiento internacional, resaltando atractivos como las tradiciones culturales, el turismo, los incentivos para negocios, y trabajando en conjunto entre el gobierno nacional, el sector privado y la sociedad civil para crear relaciones entre el país y gobiernos y sociedades a nivel internacional.

More women in informatics research and education

Speaker: Lynda Hardman Organiser: Time: 04/02/2015 12:30-13:30 Location: B32/3077 Abstract The challenges of addressing gender inequalities in science, technology, engineering, mathematics and medicine is widely acknowledged. We currently hold a bronze award and ECS is one of many academic units in the University which has gained Athena Swan Charter status. In this seminar, Professor Lynda Hardman, Chair of the Informatics Europe working group "Women in Informatics Research and Education” will be explaining the causes of issued underlying gender inequality and constructive routes to addressing this important agenda. In undertaking to commit to an action plan which is a prerequisite of gaining charter status, the University or academic department agreed to accept and incorporate the Athena Swan six principles listed below: * To address gender inequalities requires commitment and action from everyone, at all levels of the organisation * To tackle the unequal representation of women in science requires changing cultures and attitudes across the organisation * The absence of diversity at management and policy-making levels has broad implications which the organisation will examine * The high loss rate of women in science is an urgent concern which the organisation will address * The system of short-term contracts has particularly negative consequences for the retention and progression of women in science, which the organisation recognises * There are both personal and structural obstacles to women making the transition from PhD into a sustainable academic career in science, which require the active consideration of the organisation. This seminar is designed to provide an opportunity to explore these issues NOTE: Lynda will be basing here talk on some of the work she directed as chair of the "Women in Informatics Research and Education” working group. The purpose of the working group is to actively participate and promote actions that contribute to improve gender balance in Information and Communication Sciences and Technologies. The first concrete result of the working group's activities was the publication of the booklet "More Women in Informatics Research and Education" in 2013. The booklet is a compact source of clear and simple best practices to deans and heads of departments that aim to increase the participation of women as both students and employees in their institutions. Many tips included were also inspired by colleagues already in leading positions who have already implemented actions in their institutions to attract more women and ensure their continued participation in the organization at commensurate ratios with their male colleagues. The booklet is endorsed by the European Commission and features a foreword by Neelie Kroes, Vice-President of the European Commission, responsible for the Digital Agenda.

Plan de mercadeo para el lanzamiento de la marca Coppertone® en Colombia

Las razones que motivan la realización de este trabajo de investigación radican en que los productos de filtración y protección solar ocupan una alta demanda en Colombia gracias a su posición geográfica y condición climática, lo que hace que sean de consumo masivo gracias a que abastecen necesidades tanto al nivel de salud como estético en personas de todas las edades. A pesar de que se reconoce que la marca a introducir en el mercado colombiano -Coppertone®- cuenta con una trayectoria de más de 60 años en el mercado internacional, y que además su primer producto fue el primer protector solar en el mercado, resulta necesario realizar un estudio y caracterización al nivel nacional, de manera que permita reconocer los distintos agentes que participan en el mismo, las oportunidades, amenazas, alternativas y mecanismos de comercialización con los cuales MSD puede contar y debe tener en cuenta a la hora de introducir en Colombia dicha marca.

The incidents of housing policies in the process of nesting the urban space (Buenos Aires, 1870-1999)

This article describes the housing policies displayed historically in B.A. that affected the processes of configuration and of giving hierarchy to the urban space. Since the process of modernization of B.A., at the end of the XIXth century, housing measures, urbanistic projects and political decisions have influenced the building of the city and the space distribution of their inhabitants: in this way, they have integrated some people and excluded others. No wonder, that, historically, popular sectors have established themselves in the South of the city (and in outskirt villages). These zones have been disregarded by the state, which has invested less in these areas. We will see how the connection between state housing policies and the population redistribution in the city, confirms the persistence of a strong process of urban and residential segregation that tends to expel the inhabitants of popular sectors and to attract the ones of the middle-class and high class sectors.

La imperiosa necesidad de ser diferente en la globalización: el mercadeo territorial. La experiencia de las regiones chilenas

The paper focuses on an emergent Tepic: the new role of territorios in the worldwide competente pushed by globalization. Each and everyone territory seeks the same result: attract capital, innovations, turism and, at the same time, sell its goods and services worldwide. As an old African proverb states: “in the African plain no matter what you are, lion or antelope, you better start running from the eve to avoid dying, either from starving or in the gullet of a depredator”. In Latin America the importance granted to territorial marketing is scarce bur growing. It is necessary to apply to territories the prescriptions that Aristóteles wrote on rethorics, the art of delivering a discourse. These rules are based on ethos (the essential characteristics of who speaks), on pathos (the emocional appeal contained in the speech) and on logos (the reason or rationality). Text is structured in four sections: a) Introduction, a description of the problem to be discussed including a revision of the concept of globalization making clear its systemic nature and its most likely result: a unique commercial space and multiple production spaces; b) Competence and territorial marketing, discussing the main theoretical issues involved; c) Chilean experience on territorial marketing; d) Final comments.

La gestión de relaciones con clientes (CRM): sector de seguridad privada

Esta tesis pretende describir la situación actual del sector de seguridad privada, al implementar y adoptar estrategias de CRM. Con una revisión confiable y el estudio de casos relacionados con el tema, lo cual permitirá constatar la realidad en cuanto la aplicación del modelo, en el sector de seguridad privada, según lo planteado por diversos autores. Los resultados obtenidos permitirán, de este modo, al sector y a sus gerentes, desarrollar estrategias que ayuden a la satisfacción de sus clientes y a la prestación de un mejor servicio. En el campo académico, este estudio servirá como guía teórico-práctica para estudiantes y profesores, de modo que permitirá afianzar conocimientos en cuanto al CRM, al marketing relacional y su uso en el sector de seguridad privada. Según este modelo la información acerca de los clientes, es una información estratégica vital para las organizaciones que ayuda a la toma de decisiones, pronosticar cambios en cuanto a demanda, además de establecer control sobre procesos en los que se involucre el cliente; de modo que la adopción e implementación de CRM, ayude a la empresa, en este caso a las del sector de seguridad privada, a estar atentos a la manera como se interactúa con el cliente y por ende mejorar el servicio, lo que tendrá repercusión en la percepción que tenga de la organización el cliente. De este modo, se ve como en la actualidad las estrategias de CRM definen el rumbo de una empresa, ayudando atraer nuevos clientes y además de esto, ayuda de igual modo a mantener felices a los clientes actuales; lo cual repercute en la demanda o el requerimiento del servicio, y así en una mejor rentabilidad para las empresas del sector. Razones por las que el sector de vigilancia se verá beneficiado por medio de las estrategias del CRM, lo que lo llevara a ofrecer mejores servicios a sus clientes.