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Title: Informationsmäklare i Sverige marknadsföringsstrategier och konkurrensmedel i en outvecklad bransch
Other Titles: Information Brokers in Sweden: Marketing Strategies and means of competition in an undeveloped line of business
Authors: Lindqvist, Annika
Department: Högskolan i Borås/Institutionen Biblioteks- och informationsvetenskap (BHS)
Issue Date: 2001
Series/Report no.: Magisteruppsats
Publisher: University College of Borås. Swedish School of Library and Information Science (SSLIS)
Keywords: biblioteks- och informationsvetenskap
library and information science
Abstract: A new line of business has arisen on the Swedish information market. The information broker is still quite an unknown actor but the future seems to hold a prosperous outcome for this kind of alternative information service. The information broker has many definitions but can generally be described as an intermediary between information sources and users. The Swedish market for this kind of information professionals has not yet developed into a big, well-established and lucrative branch as for example the one in the USA. The Swedish actors are still coping with resistance in form of insufficient support from the government, competitiveness from other more established information services and the clienteles lack of understanding the brokers purpose and utility. This paper takes a look at how information brokers, of different sizes and forms, work with marketing strategies and other means of competition to survive and develop on the insecure Swedish information market. The study shows a differentiation in how the different brokers handle their client contacts and market communications. Still most of them seem to recognize the importance of marketing. A trend towards personal contact relation marketing and the use of Internet based selling approaches can also be seen.
ISSN: 1404-0891
Appears in Collections:Magisteruppsatser (BHS)

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