ISI’s Lecture+%msismr Program Can Help You and Your Students optimise Literature Searching

Most people I encounter think of marketing in a pejorative sense. To them, marketing is tantamount to selling. In particular, people in nonprofit organizations don’t seem to realize that in modern management, marketing is highly integrated with production and distribution. It is not merely concerned with “the business process by which products are matched with markets, and through which transfers of ownership are effected,”] but also advertising and other forms of promotion. I mention thk because I am frequently asked how ISP markets its products. The answer is not simple because it includes about every known method of “selling.” Among them are public relations, publishing in professional journals, direct mail promotion, space advertising, telephoning, etc. In this brief catalog, I have deliberately left out one of our most important methods of marketing because it is the subject of this essay. It comes under the heading of education. Scholars for whom lecturing is a way of life do not think they are selling when they are lecturing. But they and most authors of articles whose titles appear in Current