The marketing of internal business information services

Abstract

The approaches to the internal marketing of their services by information departments within companies in the business sector are surveyed The context includes the political, economic and social changes of the last decade. The notion of marketing and its implementation by information services is first reviewed. The survey itself showed a marked change towards a recognition of the value of marketing information services internally. This change in attitude is shown by a move away from treating marketing as promotion only, towards the use of other elements of the marketing mix, product, price and place It is seen to be justified by increases in budget, staff, performance and other benefits However, despite the conver sion towards marketing, implementation is generally on a personal, informal basis This suggests that environmental fac tors have contributed to the benefits The study concludes that only with the use of formalmed evaluation procedures, linked through a marketing plan to the company's overall strategic objectives, will marketing cease to be equated with promotion and take on its full role as a vital management tool