| Marketing IT Products and Services [With CDROM] Contributor(s): Keyes, Jessica (Author) |
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ISBN: 1439803196 ISBN-13: 9781439803196 Publisher: CRC Press OUR PRICE: $104.50 Product Type: Hardcover - Other Formats Published: August 2009 Annotation: The marketing of technology is unique, and the marketing of software to external customers requires that IT managers and developers understand their distinct roles as marketers. In helping these professionals develop successful marketing approaches, this book covers strategic planning, targeted markets, market research, competitive analysis, and market and product strategy development. The book also provides succinct advice on developing and managing products, crafting a distribution and sales strategy, adjusting to the nuances of global markets, developing a marketing budget, and pricing. A CD-ROM with time-saving templates and other supplemental material is included. |
| Additional Information |
| BISAC Categories: - Business & Economics | Sales & Selling - General - Computers | Computer Science - Business & Economics | Project Management |
| Dewey: 004.068 |
| LCCN: 2009026888 |
| Physical Information: 0.9" H x 6.2" W x 9.3" (1.40 lbs) 344 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Characterized by lightning quick innovation, abrupt shifts in technology, and shorter lifecycles, the marketing of IT products and services presents a unique set of challenges and often requires IT managers and developers to get involved in the marketing process. Marketing IT Products and Services is written to help busy IT managers and marketing managers get up to speed quickly and easily on what's needed to develop effective marketing strategies and campaigns. Focusing on the unique issues involved, this one-stop resource provides everything needed to understand the roles, responsibilities, and management techniques essential for the development of successful strategies. It covers strategic market planning, targeting markets, researching markets, understanding the competition, integrating market and sales strategies, nuances of global markets, developing marketing budgets, pricing, and implementing marketing campaigns. A plethora of appendices included on the book's downloadable resources allow you to get up and running right away. Aside from a complete marketing glossary, two complete marketing plans--one for a hardware product; the other for a software product--enable you to bypass the scut work of developing a marketing plan so you can focus on the creative aspects of marketing. Because a marketing plan is closely aligned with an organization's business and strategic plans, this book provides you with templates for both of these, as well as a template for that all-important business plan executive summary. The downloadable resources also feature loads of fill-in templates including customer and competitor analysis surveys, sample press releases, letters of agreement, demographic and target market worksheets, and cost benefit forms. If you have a marketing need, this book has an effective template to meet that need. |
