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Marketing and Marketing Plan for Information Services
Abstract
Marketing is a social and economic process through which individuals and groups meet their needs and desires by creating and exchanging products among themselves. Initially, marketing was practiced by companies in selling sectors of products and services and did not seem to fit the noncommercial side. In recent decades, almost all types of organizations adopted the methods and practices of marketing, including information services. It is necessary to develop a program to properly plan all the actions and resources needed to achieve these objectives, and effectively control the deviations relative to them, allowing correcting the actions that do not get the expected results in order to constantly improve the system implemented. For this, it is necessary to devise a marketing plan that focuses on the planning of all activities and objectives we want to achieve and the means necessary to do so. The marketing plan is a strategic document that will serve to identify the position occupied in the market, set goals and how they will be achieved, and expected results.
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