Marketing IT Products and Services: 1st Edition (Hardback) book cover

Marketing IT Products and Services

1st Edition

By Jessica Keyes

CRC Press

336 pages | 23 B/W Illus.

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Hardback: 9781439803196
pub: 2009-09-14
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pub: 2009-09-14
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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 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.

Table of Contents

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

About the Originator

Subject Categories

BISAC Subject Codes/Headings:
BUS058000
BUSINESS & ECONOMICS / Sales & Selling
BUS101000
BUSINESS & ECONOMICS / Project Management
COM032000
COMPUTERS / Information Technology
COM051230
COMPUTERS / Software Development & Engineering / General