ABSTRACT

This chapter explains why marketing is important to information organizations and in the information marketplace and explores the nature of marketing. The chapter promotes marketing orientation or the marketing concept and introduces the marketing mix. Marketing as a philosophy and an activity can make a significant contribution to organizations in the information industry, whether they are in the public or private sector. Marketing is defined as a social and managerial process that is about people and communication. In summary marketing for information organizations is a process in which customers' needs for information and knowledge are met through matching these against appropriate information resources and services. The information industry offers access to information goods, such as books and databases, and also to services such as libraries, market research services and alerting services. In the information marketplace, price is not only a concern at the point of use, but needs to be considered throughout the information industry value chain.