Acceso usuarios
Ruby Portillo de Hernández, Johann Enrique Pirela Morillo
The aim of this paper is to suggest some desirable competences that information professionals should have if they are to engage in marketing of information products and services. To do so, we have derived some guiding categories from the research on social, strategic and information marketing of such authors as Kotler (1992) and (2006), Barrera (1998), Muñoz (2001), Pérez (2004), Díaz Grau (2005) and Albrecht (2006). We have also used Cartier�s (1999) Model of Multiple Level Communication as a reference to help us propose the organization and design of information services and products according to different levels of communication.
