Information Marketing

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. 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.

Sommario

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;

Info autore

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

Dettagli sul prodotto

• Autori: Jennifer Rowley
• Editore: Taylor & Francis Ltd.
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 09.09.2016
• EAN: 9781138274334
• ISBN: 978-1-138-27433-4
• Pagine: 244
• Categorie: Scienze naturali, medicina, informatica, tecnica > Informatica, EDP > Hardware; Scienze sociali, diritto, economia > Media, comunicazione > Commercio librario, biblioteconomia