Information Marketing.

Information Marketing. Rowley, Jennifer Information marketing. Aldershot: AshgatePublishing, 2001. 296p 39.95 [pounds sterling] hard ISBN ISBNabbr.International Standard Book NumberISBNInternational Standard Book NumberISBNn abbr (= International Standard Book Number) → ISBN m0566082225 MARKETING LIBRARIES IS NOT A NEW IDEA, BUT MAYBE MARKETINGINFORMATION IS. Information is a unique product in that it has nointrinsic value Intrinsic Value1. The value of a company or an asset based on an underlying perception of the value.2. For call options, this is the difference between the underlying stock's price and the strike price. except to the user in a particular context, nor is itlost when it is given to others -- it is still available for furtheruse. It is also unique in that everybody is a potential customer forsome type of product in the information marketplace. Everyone usesinformation to support business or professional activities or foreducation, leisure or community involvement. However, librarians mayhave been failing to think of information as a product. But a product iswhat it is -- something which customers buy to solve a problem orenhance their lives. And successful marketing rests on the ability todeliver a solution to the customer's problem and the benefits thecustomer seeks. The unique nature of information as a product demands anew approach to marketing. Further, marketing is no longer simply aboutdeveloping, selling and delivering products. It is more concerned withthe development and maintenance of mutually satisfying long-termrelationships with customers. Taking as its focus the interface between the consumer and theinformation provider, Jennifer Rowley's book redefines our thinkingabout the marketing of information products and services. It exploresthe practical aspects of marketing as embedded Inserted into. See embedded system. in the marketing mix, andintroduces the tools for implementation of the marketing concept. But italso recognises that practical and operational considerations must beplaced in the context of a wider strategic perspective which takesaccount of the aims and mission of the organisation. The list of possible marketing opportunities is endless. The firststep is in realising that you do not need a large budget or asophisticated public relations public relations,activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most network. Instead rely on creativity andexplore the different means of communicating with your clients; embracethe notion of continuous marketing, and recognise that everything you dois marketing. Professor Rowley, who has published extensively on topicswithin information management and has an active interest in e-commerceservice quality and education for information management, has written anextremely readable guide for practitioners wishing to do just that. Helen Dunford, TAFE Tasmania TAFE Tasmania is an Australian tertiary body that is the Tasmanian part of the Australian state-based Technical and Further Education system. It includes two institutes, Institute of TAFE Tasmania and the Drysdale Institute.