Abstract
The preparative steps used in developing a marketing plan for an abstracting and indexing (A&I) service are presented. These are derived from operating experiences of BioSciences Information Service (BIOSIS) and include organizational activities, measurements (data) to be applied to the plan, and the media choices involved. The paper discusses the allocation of marketing costs and presents a method for ranking marketing programs which includes both funding and marketing resources. Methods for implementing the plan—including monitoring of results, feedback approaches and scheduling—are presented.