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.

Developing a Theoretical Framework for a Study on the Impact of Advertising Credibility of Consumer Healthcare Products

The tough competition in the global and national markets and new trends in consumerism resulted in an increase in the volume of advertisements. Sometimes advertisers are successful in achieving their intended objectives with a particular advertisement and sometimes they are not .These factors contributed a lot towards the decision making problems of advertising agencies with regard to the selection of appropriate advertising strategies and tactics. The tough competition and large volume of advertising make the consumers confused and this even created doubts in the minds of consumers about the genuineness and reliability of manufacturers and products. These factors caused a query regarding the active role of credibility element in advertising. The proposed study examines the effects of advertising credibility in consumer health care non durable product advertising on communication effect, purchase behavior and ad skepticism. This paper examines the need for the study of advertising credibility and reviews the advertising- consumer behaviour- credibility – healthcare theories which form a basis for the study. It identifies the different components and dimensions of advertising credibility and the importance of communication effect, purchase behavior and ad skepticism. It also studies the relevance of credibility in the consumer healthcare products advertising and suggests a Theoretical Framework for the proposed study

A STUDY ON POLITICAL CONSCIOUSNESS IN HINDI NOVELS SINCE 1960

HINDI

THE CHANGING CONCEPT OF POLITICAL VALUES IN THE HINDI NOVELS OF POST-SIXTIES

Hindi

Political Education in Plural Societies: Using the Anti-Bias Approach to Challenge Oppression in Bombay and Berlin

This study addresses the effectivity of the Anti-Bias approach and training methodology as a pedagogical political strategy to challenge oppression among student groups in the cities of Bombay and Berlin. The Anti-Bias trainings conducted within the framework of this study also become the medium through which the perpetuation of oppressive structures by students within and outside the school is investigated. Empirical data from predominantly qualitative investigations in four secondary schools, two each in Bombay and Berlin, is studied and analysed on the basis of theoretical understandings of prejudice, discrimination and identity. This study builds on insights offered by previous research on prejudices and evaluations of anti-bias and diversity interventions, where the lack of sufficient research and thorough evaluations testing impact has been identified (Levy Paluck, 2006). The theoretical framework suggests that prejudices and discriminatory practices are learnt and performed by individuals over the years by way of pre-existing discourses, and that behaviour and practices can be unlearnt through a multi-step process. It proposes that the discursive practices of students contribute to the constitution of their viable selves and in the constitution of ‘others’. Drawing on this framework, the study demonstrates how student-subjects in Bombay and Berlin perpetuate oppressive discourses by performing their identities and performing identities onto ‘others’. Such performative constitution opens up the agency of the individual, disclosing the shifting and dynamic nature of identities. The Anti-Bias approach is posited as an alternative to oppressive discourses and a vehicle that encourages and assists the agency of individuals. The theoretical framework, which brings together a psychological approach to prejudice, a structural approach to discrimination and a poststructural approach to identity, facilitates the analysis of the perpetuation of dominant discourses by the students, as well as how they negotiate their way through familiar norms and discourses. Group discussions and interviews a year after the respective trainings serve to evaluate the agency of the students and the extent to which the training impacted on their perceptions, attitudes and behavioural practices. The study reveals the recurrence of the themes race, religion, gender and sexuality in the representational practices of the students groups in Berlin and Bombay. It demonstrates how students in this study not only perform, but also negotiate and resist oppressive structures. Of particular importance is the role of the school: When schools offer no spaces for discussion, debate and action on contemporary social issues, learning can neither be put into practice nor take on a positive, transformative form. In such cases, agency and resistance is limited and interventionist actions yield little. This study reports the potential of the Anti-Bias approach and training as a tool of political education and action in education. It demonstrates that a single training can initiate change but sustaining change requires long-term strategies and on-going actions. Taking a poststructural perspective, it makes concrete suggestions to adapt and alter the Anti-Bias approach and the implementation of Anti-Bias trainings.

The Political Ecology of Salmon Aquaculture in Chile

Every German consumes per year, 15% is salmon, which is the third most popular fish in Germany after Alaska-Seelachs and Hering (Keller/Kress 2013: 9). But where does the salmon that ends up on our plates every 6th time we eat fish come from? There's no obligation for producers to declare the origin of their fish products, but if they do so, the latin name of the fish, catching method and catch area should be declared. Salmon, of which about 40% are captured in the wild and the rest brought up in aquacultures, could then be declared as follows: Salmon (salmo salar), aquaculture from Chile. Without any doubt, this makes consumption more transparent, but the standards of production – both, social and ecological ones – and the ecological impacts are still kept in the dark.

Political Economy of Global Rush for Agricultural Land: a Tract on India’s Overseas Acquisitions

This paper is an attempt to map the global land acquisitions with a focus on Indian MNCs in acquiring overseas land for agricultural purposes. It tries to outline the contemporary political economy of capital accumulation at the global level, especially, in the emerging developing economies like India and China, where the emergence of a new capitalist class has engaged itself into acquisition of land and control of other natural resources in Africa, Latin America, Eastern Europe and South East Asia, for example, water and other minerals to secure itself from the eventual losses of ongoing economic crisis and to earn profit from the volatile agricultural commodity markets. This sway of control of resources by the MNCs has got paramount State support under the helm of neoliberal policies. The paper provides scale of overseas land acquisitions at the current juncture and tries to highlight its causes and the major implications associated with it.

Reconciliation as a Political Concept: Some Observations and Remarks

This paper summarizes a number of observations and reflections on the phenomenon and practice called “reconciliation”, in connection to peace processes and peace-building initiatives. In particular it draws from processes followed by the author, in East Timor in particular, but also in Europe, the Middle East and, more recently, Colombia. It is a discussion paper. The purpose is to invite to reflection, both on the level of perspectives as well as concepts. It is developed from a lecture called “The Challenge of Reconciliation” held at Universidad Nacional, Bogotá, in December 2003. Following substantial revision since then (making the text more than double in length) I realize that today not many parts of the original text are still recognizable from that presentation, then organized by the Embassy of Sweden in Colombia, as part of its commitment to the peace process in that country. I have accepted the invitation of the Center of Political and International Studies (Centro de Estudios Políticos e Internacionales, CEPI), at Universidad del Rosario, to publish this work in progress, to reach a broader public in Colombia and contribute to the discussion on econciliation. The field of “political reconciliation” is evolving, definitions of reconciliation are abounding, and different contributors have different takes on the subject matter, quite naturally. It is the author’s view, that reconciliation can and should not be “held captive” of any particular field of study. It relates to fundamental, some would call it existential, issues of meaning, trust, contradictions, and suffering in the midst of a violent, political reality. It is wise to tread softly on ground with such a complex bottom.

Els Naturals i el rei natural en la Catalunya de la Guerra dels Segadors: a propòsit d´un sermó de Gaspar Sala (1641)

La guerra dels Segadors (1640-1652/59) va ser també una guerra d'idees o arguments polítics. A diferència, però, d'altres conflictes anteriors (com ara l'anomenada guerra civil catalana de mitjan segle xv), aquests arguments antagònics conegueren (al Principat i fins i tot mes enllà) una difusió sense precedents; sobretot pel fet que s'expressaren tot sovint per la via impresa

[Ressenya del llibre Nationalism, Self-determination and Political Geography, de R.J. Johnston, D. Knight i E. Kofman (eds.)]

Cap als anys 80 la Geografia Política va començar a interessar-se no solament per l’Estat, sinó també per tota organització dotada de poder i/o acció política capaç d’inscriure’s en l’espai. En aquest marc és on cal situar l’interès en aquells anys pel nacionalisme, motivat també per l’esclat nacionalista que viu el món de finals del S. XX

Web Design History, Web Advertising and Web Promotion.

Files related to two talks on Web Design History, Web Design Advertising and Promotion. Session 1 - 1 hour lecture on the history of design on the web (30 mins) and web advertising direct and viral (30mins). Session 2 - 1 hour lecture on using the web for promotion and marketing.

The Bogota – sabana region : the political economy behind the struggle to implement a sustainable urban development model

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The use of music in television advertising to successfully target the audience. A John Lewis case study.

The use of music in television advertising to successfully target the audience. A John Lewis case study.