TAILIEUCHUNG - Information as a product: not goods, not services

Qualification requirements are a prime consideration in determining positions covered by the GS-1146-0 Series. Positions are classifiable to this series when there is a requirement for incumbents to have a practical knowledge of the various marketing elements, functions and/or practices, or a knowledge of the requirements of one or more laws, acts or other statutory provisions relating to the particular program and/or commodity involved. Positions concerned with marketing activities, but which require incumbents to possess other professional or specialized knowledge (., as an economist or botanist) are excluded from this series. Typical services, functions, or other. | Information as a product not goods not services Jon Freiden Associate Professor of Marketing College of Business Florida State University Tallahassee USA Ronald Goldsmith Professor of Marketing College of Business Florida State University Tallahassee USA Scott Takacs Assisant Professor Department of Business Georgetown College Georgetown Kentucky USA Charles Hofacker Professor of Marketing College of Business Florida State University Tallahassee USA Recent decades have witnessed an explosion in the quantity of information being produced which in turn has created vast opportunities for information-based businesses. The time has come for information to be treated as a unique product alongside goods and services. But is information an intangible good or an imperishable service In this paper we discuss the unique properties of information as a product and propose that information be distinguished conceptually and thus marketed differently from both goods and services. We offer recommendations for marketing practice that apply uniquely to information. Finally implications for marketing theory marketing research and directions for future research into the marketing of information are presented. I A version of this paper was presented by Professor Goldsmith to the Marketing Faculty at Kent State University 25 April 1997. Marketing Intelligence Planning 16 3 1998 210-220 MCB University Press ISSN 0263-4503 I The information age As the world s economy enters the Information Age all types of digital data become more important to many aspects of business to say nothing of daily life Drucker 1994 Naisbitt 1982 . Moreover the selling transporting and manipulating of information have become a huge business. It is estimated that there are more than 36 000 information product suppliers in the USA Meyer and Zack 1996 . One information supplier Find SVP sells hundreds of marketing research and industry reports many of which cost 2 000. In 1997 the . Nielsen Company generated over

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