ABSTRACT
This part introduction presents an overview of the key concepts discussed in the subsequent chapters. It reports on an empirical study in the scientific and technical information (STI) domain. The part addresses some basic questions that must be answered before marketing theory can be effectively applied in STI. It demonstrates the value of marketing research techniques in the environment and offers several prescriptive guidelines derived from the research. The part addresses a relatively neglected and difficult issue: the evaluation of information systems. The system development and evaluation issues apply to a wide variety of STI systems. The part expresses an overall point of view concerning the potential for the application of marketing theory to STI, and poses some research issues to be resolved.
