This study is concerned with the management of marketing information flows. The problem of information management has been precipitated by such factors as improvements in information-handling technology and hardware, the 'information explosion' from sources within the economic, social and political sectors, the increasing complexity of business systems, the emergence of the 'marketing planning' concept, and the shortcomings of traditional marketing research. This problem was then viewed from a systems perspective. A conceptual framework for managing information flows was developed from a systems analysis of the marketing process. The use of a module framework led to the consideration of a formalized information system within the company's organizational structure. Theoretically, a marketing information system would collect, process, analyse and disseminate timely and pertinent information. This theoretical framework was supplemented by a case study of a company actively engaged in the application of information system services to marketing management. The conclusions, albeit limited to this one case study, attempted to highlight what are suggested as significant pointers for marketing information system development. Generally, the conclusions show that while the practice tended to support the theory in broad principles, the actual operating principles of an information system would reflect the peculiar needs, advantages and constraints of the company. / Business, Sauder School of / Graduate

The purpose of this master thesis is to use marketing theory on the library’s activities. The marketing theory used is the 4Ps; product, price, promotion and place, as it's presented by Philip Kotler. Because the library can be seen as a service oriented organization Christian Gronroos theory of marketing in the service industry also has been used. A case study of the public library in Broby was made to illustrate how the public libraries’ activities can appear in the light of marketing theory. The library went through a dynamic development during the case study, due to the fact that the library moved to a new location. The staff and their manager are aware of that they work in a certain context. Their target groups have special needs and the groups get their information from certain places which the library take advantage of. They also use the institutional channels in the public sector such as the public schools to get their message out. According to marketing theory the context is essential to be able to adapt the products you promote and how you do it. Price has long not been an issue for the libraries’ services but price can also be non-monetary. Its important to know what this price consist of to be able to lower it. It might also depend on the context. The staff believes in the importance of the services that the library provide to the community and promote it to their users. But the employees feel that there is a misconceptions of the  library as a collection of books, which they want to change. Because the library offer intangible goods, services, it is hard to change, because the most tangible the library offers are the books. To be able to grasp the service the user therefore focus on these. To get away from this the library can materialize the library’s services in other ways which takes the focus away from the books.

(anglicky) Database vendors and information suppliers are traditional and historically the main components of the information industry. The arrival of internet and its services, including current trends such as social media and networks, has changed and enriched information behaviour, channels and marketing strategies between information suppliers and user. Although the information industry subjects as database vendors are traditional in their marketing strategies, their engagement in social media marketing is proactive and developing. The exploration confirmed that 10 of 12 examined subjects actively develop these channels and support them.