This chapter examines the process of “branding” information products and the communication strategies of information sellers such as advertising and promotion. It discusses product positioning and persuasion in knowledge markets and recommends the application of the Attention-Interest-Desire-Action (AIDA) model in the information business. It also suggests that information sellers should not be afraid to feature competing information products on the same “shelf” as long as the products relate to a highly uncertain context.
MIT Press Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.
If you think you should have access to this title, please contact your librarian.
To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.