Marketing High Technology Services
Gower Publishing Ltd (Verlag)
978-0-566-08237-5 (ISBN)
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An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.
Part 1 The role of marketing: what is marketing?; a way of thinking about business; why do people buy?; value as perceived by the customer; what is involved in becoming market-led?; setting our sights high?; to whom are we selling?; market definition, segmentation and targeting; who are our competitors?; competitive analysis and tactics; how do we set prices?; an under-exploited management opportunity. Part 2 The role of marketing communication: how do we communicate?; principles of communication; how do we sell?; personal communication; how do we use impersonal communications?; literature, proposals, letters, mail shots, emails, telephone, exhibitions, advertising, PR. Part 3 The role of business development: what does the market want?; market research, marketing research; how do we achieve profitable innovation?; market-led innovation; how do we manage the future?; market-based business planning.
| Erscheint lt. Verlag | 11.8.2000 |
|---|---|
| Zusatzinfo | figures, index |
| Sprache | englisch |
| Maße | 241 x 164 mm |
| Themenwelt | Technik |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Wirtschaftsinformatik | |
| ISBN-10 | 0-566-08237-3 / 0566082373 |
| ISBN-13 | 978-0-566-08237-5 / 9780566082375 |
| Zustand | Neuware |
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