Information Marketing, Second Edition

✍ Scribed by J. E. Rowley

• Year: 2006
• Tongue: English
• Leaves: 245
• Edition: 2
• Category: Library

✦ Synopsis

In this comprehensively revised second edition of "Information Marketing", Jenny Rowley explores the impact of globalisation, digitisation, connectivity and customisation in the information marketplace. Themes now developed more fully include: delivering the promise, e-service, self-service, customer relationships and value, partnerships and consortia through the value chain, product and service portfolios, integrated marketing communications, customer relationship management systems and online user data collection. New sections on branding and marketing in the web environment have been added and many new examples have been included. With the relationship between marketing and service delivery as the recurring theme, the second edition reflects the increasing importance of the hybrid information service that delivers both face to face and remotely.

✦ Table of Contents

Contents......Page 6
List of figures......Page 8
Acknowledgements......Page 12
Introduction......Page 14
1 Marketing......Page 18
2 The information marketplace......Page 32
3 Customers......Page 50
4 Information products and services......Page 72
5 Building customer relationships......Page 94
6 Branding and corporate identity......Page 120
7 Marketing communications......Page 136
8 Price and pricing policy......Page 164
9 Collecting marketing data......Page 190
10 Marketing strategy and planning......Page 212
C......Page 242
J......Page 243
P......Page 244
W......Page 245