Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Marketing and Marketing Plan for Information Services

Marketing and Marketing Plan for Information Services
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Author(s): Sérgio Maravilhas (Universidade Salvador, Brazil)
Copyright: 2018
Pages: 10
Source title: Encyclopedia of Information Science and Technology, Fourth Edition
Source Author(s)/Editor(s): Mehdi Khosrow-Pour, D.B.A. (Information Resources Management Association, USA)
DOI: 10.4018/978-1-5225-2255-3.ch500


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Marketing is a social and economic process through which individuals and groups meet their needs and desires by creating and exchanging products among themselves. Initially, marketing was practiced by companies in selling sectors of products and services and did not seem to fit the non commercial side. In recent decades almost all types of organizations adopted the methods and practices of marketing, including information services. It is necessary to develop a program to properly plan all the actions and resources needed to achieve these objectives, and effectively control the deviations relative to them, allowing correcting the actions that do not get the expected results in order to constantly improve the system implemented. For this it is necessary to devise a marketing plan that focuses on the planning of all activities and objectives we want to achieve and the means necessary to do so. The Marketing Plan is a strategic document that will serve to identify the position occupied in the market. set goals and how they will be achieved, and expected results.

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