Most analysts consider not only activities conducted by companies or other institutions, but also the life of the human being to be a single information stream in which a continuous information interchange can be observed. In fact, everything we do is aimed at creating, seeking, processing or storing information. It's no wonder that one of the most famous aphorisms on this topic is "He who possesses the information, possesses the world". Therefore, those who want to keep abreast of the times set a high value on information. This is the case for business leaders, who must always obtain the information necessary to understand market trends and additional data on their competitors, which, in turn, may help their companies to become world leaders. Today, in the epoch of integrated marketing communications, a marketing expert, a brand manager or a financier can be considered prosperous if he/she has built a perfect information exchange system, and a company's leader is a person who considers information "the circulatory system" of the company. However, a large volume of information can have negative aspects as well. The information stream is strong and steady, and can absorb almost all the time allocated for accomplishing designated tasks, if there is not a good management system. Sociologists state that people spend up to 30 percent of their working time receiving, systematising and processing information. What is the solution? How can we manage information streams properly and direct them towards attaining specific business goals?
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