Marketing for information brokers

Abstract

The article provides marketing approaches and practices primarily for independent information professionals. The following main elements of the marketing practice are presented: getting to know the information marketplace, identifying its seg-ments, and adopting the concept of sales orienta-tion, quality management and ongoing service development. Based on practical recommenda-tions from experienced information brokers, the author offers an overview of information services tailored to various segments of the information markét. Topics include the diverse information needs, the selection criteria of information brokers, the models and tools of service quality development, as well as the processes of service development.