Introduction

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on 'information marketing'. It explores the concept of information products, and discusses the changing nature of the information marketplace. The book explores the relationship between information products and information services, and considers product portfolios and their evolution. It draws a number of themes associated with customer relationships including relationship marketing, customer lifetime value, customer loyalty, and managing the customer or service experience. The book also explores the marketing communication process, with its emphasis on message, channels and media, as well as discussing integrated marketing communications, the need to manage both implicit and explicit communications, and marketing communications through the Web. The book seeks to make a contribution to thinking about marketing by managers and marketers in a wide range of different organizations. Some of these organizations will have dedicated marketing departments, whilst others will have only part-time marketers.