ABSTRACT

This chapter encourages reflection on the context in which customers and information providers interact, first by profiling aspects of the information marketplace, and then by considering aspects of the marketing environment for that marketplace. It explores the nature of information as a product, customers, and profiles the information industry and the marketing environment. For any company to command a strategic business posture towards the electronic publishing (EP) business, it must have an understanding of the EP role in books, periodicals and newspaper publishing; in corporate, financial and bibliographic services; in the computer, consumer electronic, and TV, cable and telecommunications sectors. Communities and businesses are increasingly functioning in a global society and marketplace. E-commerce through global networks, such as the Web, has further fuelled globalization. Collaborative and cooperative alliances and consortia feature significantly. Whilst technology is a major force for change, other PESTEL factors also contribute to the dynamic nature of the information marketplace.