Marketing IT products and services

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Where to find it

Information & Library Science Library

Call Number
HF5415 .K464 2010
Status
Available

Authors, etc.

Names:

Summary

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 CD allows 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 CD also features 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.

Contents

  • Marketing IT Products and Services p. xiii
  • Acknowledgments p. xv
  • About the Author p. xvii
  • 1 Introduction to Strategic Marketing Management p. 1
  • The Micro-Marketing Level p. 3
  • The Macro-Marketing Level p. 4
  • Business Plan versus Strategic Plan versus Marketing Plan p. 4
  • Strengths, Weaknesses, Opportunities, Threats (Trends) (SWOT[T]) p. 5
  • 4Ps: The Marketing Mix p. 7
  • Marketing Planning p. 8
  • Marketing Ethics p. 8
  • Subliminal Advertising p. 10
  • Murketing p. 10
  • Conclusion p. 11
  • References p11
  • 2 Strategyand Implementation p. 13
  • Strategic Planning p. 14
  • Strategy Implementation p. 17
  • Implementation Problems p. 21
  • Conclusion p. 24
  • References p. 25
  • 3 Understanding the High-Tech Customer p. 27
  • The Customer Satisfaction Survey p. 28
  • Using Force Field Analysis to Listen to Customers p. 30
  • The Customer Economy p. 31
  • Conculusion p. 33
  • References p. 34
  • 4 The Expanding Market p. 35
  • Global Markets and International Marketing p. 37
  • Strategic Dimensions of Technology p. 40
  • Conclusion p. 44
  • References p. 45
  • 5 Market Research p. 47
  • The Marketing Research Process p. 47
  • Step 1 Defining the Problem p. 48
  • Steps 2 and 3 Analyzing the Situation and Getting Problem-Specific Data p. 48
  • Step 4 Interpreting teh Data p. 49
  • Step 5 Solving the Problem p. 49
  • Target Markets: Segmentation and Evaluation p. 49
  • Competitive Analyzing p. 52
  • Conclusion p. 57
  • References p. 57
  • 6 Product Strategy p. 59
  • The Product Life Cycle p. 60
  • Product Life-Cycle Management (PLM) p. 62
  • The Product Development Process p. 64
  • Moving Ideas off the Conceptual Plane to the Marketplace p. 64
  • The S-Curve and Continuous Innovation p. 66
  • Branding and Positioning p. 68
  • Brading Checklist p. 69
  • Conclusion p. 72
  • References p. 73
  • 7 Innovation Management p. 75
  • Encouraging Innovation p. 75
  • The R&D Process p. 77
  • Measuring Innovation p. 81
  • The Six Steps for Increasing Creativity p. 82
  • Step 1 Make Sure Your Company's Goals Are Consistent with Your Value System p. 82
  • Step 2 Pursue Self-Initiated Activity by Choosing High-Motivation Projects p. 82
  • Step 3 Take Advantage of Unofficial Activity p. 84
  • Step 4 Be Open to Serendipity p. 84
  • Step 5 Diversify Your Stimuli p. 84
  • Step 6 Create Opportunities for Information Communication (Meet and Greet) p. 84
  • Rewarding Employees for Innovative Ideas p. 85
  • Conclusion p. 86
  • References p. 87
  • 8 The IT Product Development Cycle p. 89
  • New Product or Service Introduction p. 89
  • The IT Product Development Process p. 91
  • Idea Generation p. 91
  • Idea Screening p. 92
  • Concept Development and Testing p. 93
  • Marketing Strategy Development p. 93
  • Business Analysis p. 93
  • Evaluation of Total Sales p. 94
  • Evaluation of Profits and Costs p. 94
  • Product Development p. 94
  • Market Testing p. 95
  • Commercialization p. 95
  • When (Timing) p. 96
  • Where (Geographic Strategy) p. 96
  • To Whom (Target-Market Prospects) p. 97
  • How (Introductory Market Strategy) p. 97
  • Conclusion p. 97
  • 9 Pricing Products p. 99
  • Factors Affecting Pricing Decisions p. 100
  • Pricing Strategy p. 102
  • The Internet's Effect on Pricing p. 104
  • The Ethics of Pricing p. 105
  • Pricing in a Global Environment p. 106
  • Conclusion p. 106
  • References p. 107
  • 10 Communications Strategies p. 109
  • Developing an Integrated Marketing Communications Program p. 110
  • Promotion p. 110
  • Traditional Marketing Strategies p. 112
  • Print Advertising p. 113
  • Radio and Television Advertising p. 113
  • Public Relations p. 113
  • Marketing in the Digital Age p. 114
  • Cutting-Edge Internet Marketing Strategies p. 115
  • WOMM Strategies p. 119
  • Using WOMM Services: P&G Tremor and BzzAgent p. 199
  • WOMM Methodology p. 120
  • Search Engine Marketing p. 121
  • Search Engine Optimization p. 121
  • Google p. 123
  • Virtual Trade Shows p. 125
  • Conclusion p. 127
  • References p. 128
  • 11 Distribution Strategies p. 129
  • Channels of Distribution p. 129
  • Selling Intermediaries p. 131
  • The Supply Chain p. 132
  • Multichannel Distribution p. 134
  • Packaging p. 135
  • Partnership Techniques p. 135
  • Affiliates p. 136
  • Acquisitions p. 137
  • Joint Ventures p. 139
  • Negotiating the Sharing of Information p. 140
  • Conclusion p. 142
  • References p. 143
  • 12 Marketing Implementation and Control p. 145
  • Marketing Control p. 145
  • Feedback Improves the Marketing Management Process p. 146
  • Good Implementation Builds Relationships with Customers p. 147
  • Sals Analysis Shows What's Happening in the Market p. 147
  • Marketing Cost Analysis p. 148
  • Balanced Scorecard p. 148
  • Marketing Math p. 149
  • Marketing Financial Analysis
  • Control Analysis p. 154
  • Markups and Markdowns p. 154
  • Marketing Audit p. 155
  • Marketing Manager Evaluation p. 156
  • Conclusion p. 157
  • References p. 157
  • 13 Social Networking and the Sales Strategy p. 159
  • Why Social Network p. 159
  • Brand Advertising on Social Networks p. 161
  • Moving from Traditional to Social p. 162
  • Conclusion p. 163
  • 14 E-Commerce as a Sales Mediump165
  • Advantages of E-Commerce p. 165
  • Disadvantages of E-Commerce p. 166
  • Value Chains in E-Commerce p. 166
  • The E-Commerce Model p. 167
  • Niche Models p. 171
  • Chief Selling Propositions p. 172
  • Internet Failures p. 173
  • Web Site Legal Issues p. 174
  • Privacy Policy p. 175
  • Terms and Conditions p. 175
  • False Advertising and Unfair Competition p. 176
  • Defamation p. 176
  • Use of Domain Names p. 176
  • Tradematks p. 177
  • Copyfights p. 177
  • Patents p. 178
  • Conclusion p. 179
  • References p. 180
  • Appendix A Sample Marketing Plan For Computer Hardware p. 181
  • Appendix B Sample Marketing Plan for Computer Software p. 197
  • Appendix C Business Plan for an Established Business p. 219
  • Appendix D Strategic Plan-Sample p. 239
  • Appendix E Business Plan Executive Summary p. 243
  • Appendix F Business Plan for a Start-Up Business p. 253
  • Appendix G Marketing Plan for a Start-Up Business p. 253
  • Appendix H Strategic Plan Outline p. 281
  • Appendix I Marketing Glossary p. 283
  • Index p. 307

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