Marketing of Information Products and Services and Its Features

The purpose of the article is studying the differences between the concepts of "information marketing" and "marketing of information products and services" and the identifying features of marketing of information services and products. While analyzing, summarizing and systematizing of research work of many scientists, backgrounds of the development of marketing information products and services and the concept of "information marketing" and "marketing information products and services" have been distinguished. In the research, we used general scientific and special methods, such as semantic method — to supplement categorical apparatus and construction phases of marketing research, historical - to study the characteristics of the transformation of the market of information products and services, analysis, synthesis and comparison - to examine the object and subject of study. As a result of research, the stages of marketing research market information products and services have been isolated and characterized. The basic scientific methods used for market research information products, services have been characterized; the advantages and disadvantages of each method, given the specificity of the market have been noted. The practical significance of the results consists in the making methodological guidelines for conducting market research, the results of which will accelerate the adoption of strategic decisions in the market of information products and services. Scientific innovation consists in the use of the author's approach for conducting marketing research at the market information products and services, considering its specific characteristics and requirements of customers. Conclusions. Factors such as features of information and its specificity, rapid development of the market of information products and services, exigent customers are forcing the company to continuous market monitoring using special approaches to collecting information and studying it. The main base for decision making in the marketing field at the market of information products and services are market research, which essentially consists in the sequential accumulation database for the formation and implementation of the marketing strategy of the company. Prospects for further research in marketing of information products and services are based on the formation of information society applications and business analysis of their condition, improving existing and developing new information products and services, identifying new ways of marketing and customer service strategies.