Keywords
Citation
Rowley, J. (2002), "Information marketing", Program: electronic library and information systems, Vol. 36 No. 1, pp. 66-67. https://doi.org/10.1108/prog.2002.36.1.66.1
Publisher
:Emerald Group Publishing Limited
Copyright © 2002, MCB UP Limited
This work is directed at students and professionals who fulfil the role of intermediary, exploring the approaches to information products and services, and the infrastructure for meeting customer needs.
Chapters cover marketing; customers and customer relationships; information products; branding and corporate identity; communications; pricing policy; collecting market data; and finally marketing strategies. Each chapter is supported by a list of references and further readings, which reassuringly include items published as late as 2000. There is only the very occasional reference to the impact and use of IT.
This very much provides a theoretical approach to the rather elusive and varied elements, policies and possible initiatives desirably associated with information service provision and the interface with customers.