Marketing mix of information services: value and role of (product)

Abstract

Paper focus on the importance of the first element of the marketing mix, the product. It is highlighter it role in marketing management as a key factor. All marketing strategies and methods attempt to create a product. Essentially marketing of formation services intended to create useful and beneficial services for its users. In the paper are described and analyzed various items involved in conceptualizing and structuring of information services, including the definition of services, the classification, servuction, brand management and innovation. Also paper reflects on the adaptation of its four Ps to context of information services.