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.

How neuroscience and sensorial theories can affect the marketing of different companies’ products and services?

El vertiginoso y competitivo panorama actual de los negocios, hace del mercadeo una herramienta muy importante para crecer o incluso sobrevivir. Hay muchas teorías alrededor de como vender un producto, servicio o idea, sin embargo la mayoría de estas consideran sólo las preferencias expresadas de forma consciente y las decisiones racionales. Este trabajo pretende hacer un acercamiento a las teorías de la neurociencia, como la sinergía entre los sentidos del ser humano y de como estas pueden nutrir el ámbito del mercadeo, por ello, se van a estudiar bibliografía relevante en torno a esta área para enmarcar el propósito del estudio. Después de la información obtenida a través de esta revisión, se analizaran dos importantes ejemplos de empresas mundialmente conocidas que han hecho uso de la neurociencia para el desarrollo de su mercadeo. Después de esto se concluye, a través de la información estudiada y analizada, cómo la neurociencia y las teorías multisensoriales pueden afectar el mercadeo de los diferentes productos y servicios. Este documento pretende vislumbrar efectos del mercadeo sobre las preferencias que nuestros cerebros muestran a través de la neurociencia, incluso si no sabemos sobre ellas.

The Valley of fear.

Adaptación, para niños de 11 a 14 años, en forma de obra de teatro de la novela "El Valle del terror" del escritor escocés Arthur Conan Doyle. Cuenta como Sherlock Holmes y el doctor Watson colaboran en la investigación y resolución del asesinato de John Douglas, hombre de oscuro pasado y diferentes identidades. El libro incluye secciones explicativas sobre el autor, el contexto histórico, la puesta en escena y los personajes. Al final hay un apartado con actividades y ejercicios sobre la obra.

The dark side of the Mediterranean : expression of fear from the inquisition to the present

Inside the stones of its most famous buildings, Évora keeps mysteries and secrets which constitute the most hidden side of its cultural identity. A World Heritage site, this town seems to preserve, in its medieval walls, a precious knowledge of the most universal and ancient human emotion: fear. Trying to transcend many of its past and future fears, some of its historical monuments in Gothic style were erected against the fear of death, the most terrible of all fears, which the famous inscription, in the Bones Chapel of the Church of São Francisco, insistently reminds us, through the most disturbing words: “Nós ossos que aqui estamos pelos vossos esperamos”. If the first inquisitors worked in central Europe (Germany, northern Italy, eastern France), later the centres of the Inquisition were established in the Mediterranean regions, especially southern France, Italy, Portugal, and Spain. Consequently, the roots of fear in Évora are common to other towns, where the Inquisition developed a culture of fear, through which we can penetrate into the dark side of the Mediterranean, where people were subjected to the same terrifying methods of persecution and torture. This common geographical and historical context was not ignored by one of the most famous masters of American gothic fiction, Edgar Allan Poe. Through the pages of The Pit and the Pendulum, readers get precise images of the fearful instruments of terror that were able to produce the legend that has made the first grand inquisitor, Tomas de Torquemada, a symbol of ultimate cruelty, bigotry, intolerance, and religious fanaticism, which unfortunately are still the source of our present fears in a time when religious beliefs can be used again as a motif of war and destruction. As Krishnamurti once suggested, only a fundamental realization of the root of all fear can free our minds.

A.P. Watt and the marketing of 'Ian Maclaren'

This article examines the role of the literary agent A.P. Watt in the successful marketing and global dissemination of the work of the popular Scottish writer 'Ian Maclaren' (Rev. John Watson). Based on extensive archival research, it analyses the magazines and periodicals which published his work in Britain and America and demonstrates the continued impact of his writing in the Scottish media in the twentieth century.

Motivational, emotional, and behavioral correlates of fear of missing out

Social media utilities have made it easier than ever to know about the range of online or offline social activities one could be engaging. On the upside, these social resources provide a multitude of opportunities for interaction; on the downside, they often broadcast more options than can be pursued, given practical restrictions and limited time. This dual nature of social media has driven popular interest in the concept of Fear of Missing Out – popularly referred to as FoMO. Defined as a pervasive apprehension that others might be having rewarding experiences from which one is absent, FoMO is characterized by the desire to stay continually connected with what others are doing. The present research presents three studies conducted to advance an empirically based understanding of the fear of missing out phenomenon. The first study collected a diverse international sample of participants in order to create a robust individual differences measure of FoMO, the Fear of Missing Out scale (FoMOs); this study is the first to operationalize the construct. Study 2 recruited a nationally representative cohort to investigate how demographic, motivational and well-being factors relate to FoMO. Study 3 examined the behavioral and emotional correlates of fear of missing out in a sample of young adults. Implications of the FoMOs measure and for the future study of FoMO are discussed.