Read e-book online Information Marketing, Second Edition PDF

By J. E. Rowley

During this comprehensively revised moment variation of "Information Marketing", Jenny Rowley explores the impression of globalisation, digitisation, connectivity and customisation within the details industry. subject matters now constructed extra totally contain: providing the promise, e-service, self-service, shopper relationships and cost, partnerships and consortia in the course of the price chain, product and repair portfolios, built-in advertising communications, buyer dating administration platforms and on-line consumer information assortment. New sections on branding and advertising and marketing within the net atmosphere were extra and lots of new examples were incorporated. With the connection among advertising and repair supply because the routine subject matter, the second one version displays the expanding value of the hybrid details provider that offers either head to head and remotely.

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Extra resources for Information Marketing, Second Edition

Sample text

Price – in organizational markets the pricing strategy is central to defining and maintaining the relationship between the buyer and the seller. Negotiation, contract arrangements and discounts are common. Most consumer markets expect pricing to be one-off for goods, and on a subscription or payment-for-use basis for services. Competitors – organizational markets comprise a limited number of competitors, each with carefully honed technical expertise, reputations, market positions and relationships, and there are benefits to be derived from mutual support between buyer and supplier.

In order to achieve this, organizations, and individuals on their behalf, need to engage in environmental scanning. 5 Significant factors for information services in the macroenvironment and its strategic marketing activities. Such information may be embedded in a number of different types of sources, including personal contacts, experience, published market research reports, marketing information systems, government statistics, trade associations, the trade and professional press and commissioned market research.

The powerful point embedded in this quote is the breadth of the industry. The knowledge industry embraces both electronic and print products, and a range of organizations with different roles and market niches. Whilst the Internet and associated electronic information sources are relatively new entrants to the information marketplace, the traditional print marketplace remains significant. Indeed, information products such as books and CDs represent a significant 15 INFORMATION MARKETING category of products in e-retailing ventures.

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