Information Marketing

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. The book is structured into ten chapters. Early chapters explore basic concepts such as the nature of marketing, and the structure of the information marketplace. Other chapters encourage readers to focus on customers and their relationship with the customer and examine information as a product, marketing communications, collecting customer data and marketing planning and strategy.