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.

Information

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Format:Paperback / softback
Pages:212 pages
Publisher:Taylor & Francis Ltd
Publication Date:31/03/2021
Category:
- Library & information sciences
ISBN:9780367249281

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