publication . Article . 1997

Marketing Information: A Competitive Analysis

Miklos Sarvary; Philip M. Parker;
Open Access
  • Published: 01 Jan 1997 Journal: Marketing Science, volume 16, issue 1, pages 24-38
Selling information that is later used in decision making constitutes an increasingly important business in modern economies (Jensen [Jensen, Fred O. 1991. Information services. Congram, Friedman, eds. , Chapter 22. AMA-COM, New York, 423–443.]). Information is sold under a large variety of forms: industry reports, consulting services, database access, and/or professional opinions given by medical, engineering, accounting/financial, and legal professionals, among others. This paper is the first attempt in marketing to study competition in the rapidly emerging information sector. Specifically, we are interested in answering the following questions: (1) Is competi...
free text keywords: information sales, competitive strategy, complements, substitutes
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