J. E. Rowley - Information Marketing

图书介绍

In this comprehensively revised second edition of "Information Marketing", Jenny Rowley explores the impact of globalisation, digitisation, connectivity and customisation in the information marketplace. Themes now developed more fully include: delivering the promise, e-service, self-service, customer relationships and value, partnerships and consortia through the value chain, product and service portfolios, integrated marketing communications, customer relationship management systems and online user data collection. New sections on branding and marketing in the web environment have been added and many new examples have been included. With the relationship between marketing and service delivery as the recurring theme, the second edition reflects the increasing importance of the hybrid information service that delivers both face to face and remotely.



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