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)

This thesis addresses the topic of the marketing of information services and products inrnSub Saharan Africa with special reference to Ethiopia. It examines the broadened conceptrnof marketing and how the concept has been applied in the library and informationrnservices(LIS) world in general and Sub Saharan Africa in particular. The marketingrnconcept which is a philosophy that advocates a user oriented organization and views usersrnas the lifeblood of the business is also explored.rnVarious marketing models are considered and a network analysis/scheduling modelrnis suggested. The steps in model building were market research and portfolio analysis. Thernresearch revealed that marketing strategies are not applied in most LIS in Sub SaharanrnAfrica. Marketing planning is conspicuously absent. Much of what passed for marketingrnin LIS in Sub Saharan Africa was a variety of discrete activities rather than a planned andrncoherent programmed Although information services and products exist their utilization is very low.rnUtilization of information seems to depend on the awareness of its existence. For users tornbe aware and utilize the information resources , and thus maximize the return on investmentrnmarketing planning is suggested. The illustration of the network analysis/scheduling modelrnfor marketing planning at the Ethiopian Science and Technology Commission is given.

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