Information Marketing

ISBN-13: 9781138274334 / Angielski / Miękka / 2016 / 244 str.

Jennifer Rowley

Opis

The nature of the information marketplace is under continual evolution and all organisations in the information industry need to form new strategic alliances, identify new market segments and evolve new products, employing a full armoury of marketing tactics to succeed in the changing environment. In this fully revised second edition of Information Marketing Jenny Rowley explores the impact of globalization, digitization, connectivity and customization in the information marketplace. She introduces a number of new topics and a shift of emphasis which reflect both the changing nature of information services and also practical and theoretical perspectives on marketing. As well as being thoroughly revised and updated, themes that are more fully developed include: e-service, self-service, customer relationships, online branding, online marketing communications, measuring online activity and customer relationship management systems. This book's unique perspective makes it essential reading for professionals in information services as well as students in information management, library and information studies, business information, marketing, e-commerce and communication studies.

Recenzje

'The second edition would be valuable as a text as well as a refresher and motivator for the busy professional. For those who have already benefited from the first edition, this new edition would be an essential update. It should be of interest to everyone interested in connecting people with information.' The Australian Library Journal May 2007 'Rowley provides a comprehensive marketing approach for the information sector that will be a welcome addition to any library manager's bookshelf.... This title will be an important resource for information professionals and students in library, marketing. business and information management, and more widely for library or infomation service managers in all sectors. It is certainly worth a complete read before planning a marketing campaign.' Library Hi Tech, Vol26, No 2, 2008

Spis treści

Introduction; Chapter 1 Marketing; Chapter 2 The information marketplace; Chapter 3 Customers; Chapter 4 Information products and services; Chapter 5 Building customer relationships; Chapter 6 Branding and corporate identity; Chapter 7 Marketing communications; Chapter 8 Price and pricing policy; Chapter 9 Collecting marketing data; Chapter 10 Marketing strategy and planning;

O autorze

Dr Jennifer Rowley Professor of Information and Communications at Manchester Metropolitan University, UK