Marketing perspectives for “ERIC‐like” information systems

The objective of this discussion is to examine and articulate three perspectives which “Marketing” can contribute to a better understanding of the role “ERIC‐like” information systems can fulfill in satisfying user needs. It is the author's contention that an understanding of “marketing”—a discipline focused on building linkages between producers and consumers—can provide valuable insights for understanding the capability for success or failure of “ERIC‐like” information systems. This objective is accomplished through discussing three specific dimensions of marketing thought and technique. First, “Marketing” is characterized as a pervasive societal process; i.e., a discipline whose content encompasses both the private and public sectors of society through focusing on the fundamental goal of providing “Need satisfactions” to consumers. In this respect, it is the author's contention that all “ERIC‐like” systems should recognize that they (a) are in the “Marketing business” and (b) attempt to improve their marketing capability and performance. The second dimension of marketing discussed is the so‐called “Marketing concept.” This concept, which stresses a “User/consumer need” orientation, provides four distinct advantages and applications for the manager of information systems: (a) proper “Product” definitions; (b) new product opportunity abilities; (c) more efficient dissemination and distribution patterns; (d) efficient use of system resources. Finally, the following four specific marketing technique areas are related to information science: (a) consumer behavior research; (b) channel of distribution technique; (c) organizational theory; and, (d) market segmentation analysis.