International marketing aspects for information services

Abstract

Information marketing has a pyramidal structure. It is based on a solid foundation of integrated market research and planning activities which result in product development work.

Desire is created through advertising, education and training activities and further supported by service functions which include participation, representation, and distribution focused on an understanding of customer needs.

At higher levels we have diplomacy and public relations which are of course dependent on aspects of the understructure and, finally, we have the capstone of sales, which after all is what marketing is all about.