ToolKit: Marketing 201-Targeting Information Services

Authors: Anthea Stratigos, Co-founder & CEO; Leigh Watson Healy, Chief Analyst; Louise Garnett, Vice President; Mary Corcoran, Vice President, Client Solutions; Lynn Dagar, Analyst

A basic foundation of creating valued information tools is a clear understanding of marketing. As part of our ongoing 'Toolkit' series, we've taken a strategic as well as tactical look at the process of marketing. We cover the fundamentals of the marketing process as well as more in depth discussion about the Information Product Development Life Cycle (IPDL). We also go through the signs that tell us that the Information Content Industry is maturing and what we as an industry must do to respond to those changes.This Briefing is an update to the Marketing 101 Briefing published in April 1999.