Open AccessInformation use and information sharing in marketing: A diary study
Author(s) -
Du Jia Tina
Publication year - 2012
Publication title -
proceedings of the american society for information science and technology
Language(s) - English
Resource type - Journals
eISSN - 1550-8390
pISSN - 0044-7870
DOI - 10.1002/meet.14504901290
Subject(s) - competitor analysis , general partnership , marketing , information sharing , marketing research , business , work (physics) , marketing strategy , knowledge management , computer science , engineering , world wide web , mechanical engineering , finance
The study reported in this paper is part of an ongoing research project exploring marketing professionals' information behavior. A diary study was conducted with seven marketing professionals who contributed a total of 1,198 diary entries during their five working days. This paper presents the results of how marketing professionals use and share information in their daily work activities including report writing, partnership maintenance, competitors' behavior and performance analysis, and strategic planning. The results show the subsequent use of information obtained and patterns of information sharing occurrence by marketing professionals.