Marketing IT Products and Services

Jessica Keyes

• Publisher: CRC Press
• Year: 2009
• ISBN:
  9781439803202
• Edition: 1
• Topic: Business
• Subtopic: Sales
• Index: Business

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.

Table of contents

• Front cover
• Contents
• Marketing IT Products and Services
• Acknowledgments
• About the Auhtor
• Chapter 1. Introduction to Strategic Marketing Management
• Chapter 2. Strategy and Implementation
• Chapter 3. Understanding the High-Tech Customer
• Chapter 4. The Expanding Market
• Chapter 5.Market Research
• Chapter 6. Product Strategy
• Chapter 7. Innovation Management
• Chapter 8. The IT Product Development Cycle
• Chapter 9. Pricing Products
• Chapter 10. Communications Strategies
• Chapter 11. Distribution Strategies
• Chapter 12. Marketing Implementation and Control
• Chapter 13. Social Networking and the Sales Strategy
• Chapter 14. E-Commerce as a Sales Medium
• Appendix A: Sample Marketing Plan for Computer Hardware
• Appendix B: Sample Marketing Plan for Computer Software
• Appendix C: Business Plan for an Established Business
• Appendix D: Strategic Plan-Sample
• Appendix E: Business Plan Executive Summary
• Appendix F: Business Plan for a Start-Up Business
• Appendix G: Marketing Plan Template with Directions
• Appendix H: Strategic Plan Outline
• Appendix I: Marketing Glossary
• Index
• Back cover