Keyes Marketing IT Products and Services

1. Auflage 2009
ISBN: 978-1-4398-0320-2
Verlag: Taylor & Francis
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 336 Seiten

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.

Zielgruppe

CIOs, IT managers, Marketing Managers, and Project Managers

Autoren/Hrsg.

Keyes, Jessica

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft Informationstechnik, IT-Industrie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Introduction to Strategic Marketing Management
Strategy and Implementation
Understanding the High Tech Customer
The Expanding Market
Market Research
Product Strategy
Innovation Management
IT Product Development Cycle
Pricing Products
Communications Strategies
Distribution Strategies
Marketing Implementation
Social Networking and the Sales Strategy
E-commerce as a Sales Medium
Appendices
Sample Marketing Plan for Computer Hardware
Sample Marketing Plan for Computer Software
Business Plan Template
Strategic Plan Template
Business Plan Executive Summary Template
Business Plan Template for a Start-Up Business
Marketing Plan Template with Directions
Strategic Plan Outline (Brief Format)
Marketing Glossary