|START Conference Manager|
ASIST 2012 Annual Meeting
Baltimore, MD, October 26-30, 2012
Information Use and Information Sharing in Marketing: A Diary Study
Jia Tina Du
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.