Description
Information Marketing
Routledge Revivals Series
Author: Rowley Jennifer
Language: EnglishKeywords
Aim; Information Marketplace; Information; Marketing Information Systems; Marketing; Online Search Services; Technology-led; Marketing Mix; Developments; Marketing Exchange; Library Management Systems; Information Products; Business Processes; Job Function; Full Text Databases; Marketing Communications; Clips; Marketing Audit; Promotional Mix; Organizational Buying Process; User Publisher; Comparative Advantage Model; Marketing Planning Process; Pricing Objectives; Marketing Planning; Personal Selling; Boston Consulting Group Matrix; Marketing Research Exercise; Augmented Product
Publication date: 03-2021
· 15.6x23.4 cm · Paperback
Publication date: 06-2017
· 15.6x23.4 cm · Hardback
Description
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This title was first published in 2001. Technology-led developments are changing the nature of the information marketplace. In the face of rapid change, stakeholders and players in the marketplace need to form new strategic alliances, identify new market segments, evolve new products, and, in general, manage changing relationships between suppliers and customers. This work focuses on "information marketing" - the marketing of information based products and services. It studies marketing in contexts and organizations in which information based products and services are a significant product category. Typical information based products include: books, CD's, videos, journals, journal articles, and databases and typical information based services include: libraries, business consultancy services, and web-based information services. Chapters explore concepts such as the structure of the information marketplace, relationships with customers, marketing communications, and marketing planning and strategy.