cs. The end result is a mailing list which, ideally, should have a high rate of response for direct mail campaigns (Miller, 1995, p. 43).
More specialized types of information are also available through information brokers. A company may want to find out about its competitors' marketing plans, and hire an information broker to research what types of development the competition is pursuing, or major contracts the competition may be close to signing. Prospective employees, particularly those in upper management, may use information brokers to provide them with information about companies where they may be seeking employment; such information might include the company's long-term prospects, recent problems, and other information of interest to a senior manager (Copler, 1993, p. 86). Similarly, employees at an organization may use information brokers to help furnish them with information that can help them get a promotion.
In most cases, the market for information comes about because there is so much information available from a wide variety of sources. A professional information broker,
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