Information Marketing (2nd ed.)

Citation

Watson, T. (2008), "Information Marketing (2nd ed.)", Library Hi Tech, Vol. 26 No. 2, pp. 318-319. https://doi.org/10.1108/07378830810880414

Most marketing books focus on the corporate sector, and for information professionals it can be challenging to find the relevance to public sector libraries and information services. In contrast Information Marketing recognises the unique requirements for marketing information services and products. Rowley provides a comprehensive marketing approach for the information sector that will be a welcome addition to any library manager's bookshelf.

The book focuses on marketing in organisations where the main outputs are information‐based services and products. This includes marketing of traditional library services, but more broadly the marketing of “information products” and “services”, which can range from products such as DVDs, journals, articles and databases, to services such as information services, document delivery, end‐user training, alerting services and portals. While focusing on information providers, Rowley highlights strategies from a wide range of organisations throughout the commercial and public sector. This includes examples from academic and public libraries and commercial information providers.

The book progresses logically through the concepts of marketing to the development of a marketing strategy. Early chapters provide an overview of the nature of marketing, key concepts and definitions, customers and the information marketplace before moving on to information products and services and the importance of building customer relationships. Later chapters comprehensively cover branding and corporate identity, marketing communication, pricing, policy and the collection of marketing data. The final chapter draws these concepts together and provides a range of tools and models for strategic analysis and planning, as well as the process for developing a strategic marketing plan.

This title will prove very useful for those with knowledge of marketing practices, and at the same time provides a full step‐by‐step overview of the marketing process that will be of particular use to those less experienced in marketing activities. Rowley reinforces the traditional four “Ps” of the marketing mix (Product, Price, Promotion, Place), while introducing three additional “Ps” to consider – People, Process and Physical environment. The author brings together many of the models and concepts from the wider marketing literature, providing a good source for comparison.

Throughout the book a range of “practical tips” which provide advice on applying the concepts practically within an information service. These are reinforced with a series of “reflect points” throughout the text, which encourage the evaluation of personal marketing experiences. Extensive reference lists at the end of each chapter provide a range of options for further reading, and the volume includes a comprehensive index.

This title will be an important resource for information professionals and students in library, marketing, business and information management, and more widely for library or information service managers in all sectors. It is certainly worth a complete read before planning a marketing campaign.