Techno-Ready Marketing

Techno-Ready Marketing

Author: Charles L. Colby

Publisher: Simon and Schuster

Published: 2001-10-05

Total Pages: 240

ISBN-13: 074321370X

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Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce "Technology Readiness" (TR), a groundbreaking concept that enables you to measure and assess a customer's predisposition to adopt new technologies. Employing their TR construct -- a psychological amalgam of fears, hopes, desires, and frustrations about technology -- the authors identify five types of technology customers: the highly optimistic and innovative "Explorers," the innovative yet cautious "Pioneers," the uncertain "Skeptics" who need the benefits of technology proved, the insecure "Paranoids," and the resistant "Laggards." Using this typology, you can customize your technology strategies by combining insights from your context-specific assessments with general marketing strategies presented in the book. Essential reading in technology companies will be the chapter devoted to Parasuraman's Pyramid Model, which explains the critical role technology plays in a marketing organization as a link between employees, the organization, and the customer. Finally, the authors have included a self-administered quiz so you can score your own Technology Readiness and a chapter on the "Techno-Ready Marketing Audit" to provide a framework for taking immediate action based on the precepts in this book.


Book Synopsis Techno-Ready Marketing by : Charles L. Colby

Download or read book Techno-Ready Marketing written by Charles L. Colby and published by Simon and Schuster. This book was released on 2001-10-05 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce "Technology Readiness" (TR), a groundbreaking concept that enables you to measure and assess a customer's predisposition to adopt new technologies. Employing their TR construct -- a psychological amalgam of fears, hopes, desires, and frustrations about technology -- the authors identify five types of technology customers: the highly optimistic and innovative "Explorers," the innovative yet cautious "Pioneers," the uncertain "Skeptics" who need the benefits of technology proved, the insecure "Paranoids," and the resistant "Laggards." Using this typology, you can customize your technology strategies by combining insights from your context-specific assessments with general marketing strategies presented in the book. Essential reading in technology companies will be the chapter devoted to Parasuraman's Pyramid Model, which explains the critical role technology plays in a marketing organization as a link between employees, the organization, and the customer. Finally, the authors have included a self-administered quiz so you can score your own Technology Readiness and a chapter on the "Techno-Ready Marketing Audit" to provide a framework for taking immediate action based on the precepts in this book.

Techno-Ready Marketing

Techno-Ready Marketing

Author: A. Parasuraman

Publisher:

Published: 2001

Total Pages: 199

ISBN-13: 9788820032678

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Book Synopsis Techno-Ready Marketing by : A. Parasuraman

Download or read book Techno-Ready Marketing written by A. Parasuraman and published by . This book was released on 2001 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt:

E-Service: New Directions in Theory and Practice

E-Service: New Directions in Theory and Practice

Author: Roland T. Rust

Publisher: Routledge

Published: 2016-09-16

Total Pages: 347

ISBN-13: 1315291274

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The advent of the era of "e-Service," the provision of services over electronic networks like the internet, is one of the dominant business themes of the new millennium. It reflects the fundamental shift in the economy from goods to services and the explosive expansion of information technology. This book provides a collection of different perspectives on e-Service and a unified framework to understand it, even as the business community grapples with the concept. It features contributions from key researchers and practitioners from both the private and public sectors, as well leading scholars from the fields of marketing, information systems, and computer science. They focus on three key areas: the customer-technology interface; e-Service business opportunities and strategies; and public sector e-Service opportunities. The insights they offer will be equally useful to students, scholars, and practitioners.


Book Synopsis E-Service: New Directions in Theory and Practice by : Roland T. Rust

Download or read book E-Service: New Directions in Theory and Practice written by Roland T. Rust and published by Routledge. This book was released on 2016-09-16 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: The advent of the era of "e-Service," the provision of services over electronic networks like the internet, is one of the dominant business themes of the new millennium. It reflects the fundamental shift in the economy from goods to services and the explosive expansion of information technology. This book provides a collection of different perspectives on e-Service and a unified framework to understand it, even as the business community grapples with the concept. It features contributions from key researchers and practitioners from both the private and public sectors, as well leading scholars from the fields of marketing, information systems, and computer science. They focus on three key areas: the customer-technology interface; e-Service business opportunities and strategies; and public sector e-Service opportunities. The insights they offer will be equally useful to students, scholars, and practitioners.

The Advanced Dictionary of Marketing

The Advanced Dictionary of Marketing

Author: Scott Dacko

Publisher: Oxford University Press

Published: 2008

Total Pages: 661

ISBN-13: 9780199285990

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This advanced dictionary of marketing focuses on leading-edge terminology for use by people who are serious about the theory and practice of marketing. With over 1,000 entries ranging in length and depth, it is the ideal reference guide for researchers, directors, managers, and anyone studying marketing for a professional or academic qualification.


Book Synopsis The Advanced Dictionary of Marketing by : Scott Dacko

Download or read book The Advanced Dictionary of Marketing written by Scott Dacko and published by Oxford University Press. This book was released on 2008 with total page 661 pages. Available in PDF, EPUB and Kindle. Book excerpt: This advanced dictionary of marketing focuses on leading-edge terminology for use by people who are serious about the theory and practice of marketing. With over 1,000 entries ranging in length and depth, it is the ideal reference guide for researchers, directors, managers, and anyone studying marketing for a professional or academic qualification.

Advances in Computers

Advances in Computers

Author: Marvin Zelkowitz

Publisher: Elsevier

Published: 2005-06-14

Total Pages: 340

ISBN-13: 0080459587

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Advances in Computers covers new developments in computer technology. Most chapters present an overview of a current subfield within computer science, with many citations and often include new developments in the field by the authors of the individual chapters. Topics include hardware, software, theoretical underpinnings of computing, and novel applications of computers. This current volume emphasizes the role of the internet, the world wide web and other aspects of a distributed computing environment. Open source development as well as computing for the handicapped are additional important topics. Key Features: In-depth surveys and tutorials on new computer technology Well-known authors are researchers in the field Extensive bibliographies with most chapters Important chapters on new technologies for software development: open source development and the technology needed to use the web for electronic commerce In-depth surveys and tutorials on new computer technology Well-known authors are researchers in the field Extensive bibliographies with most chapters Important chapters on new technologies for software development: open source development and the technology needed to use the web for electronic commerce


Book Synopsis Advances in Computers by : Marvin Zelkowitz

Download or read book Advances in Computers written by Marvin Zelkowitz and published by Elsevier. This book was released on 2005-06-14 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advances in Computers covers new developments in computer technology. Most chapters present an overview of a current subfield within computer science, with many citations and often include new developments in the field by the authors of the individual chapters. Topics include hardware, software, theoretical underpinnings of computing, and novel applications of computers. This current volume emphasizes the role of the internet, the world wide web and other aspects of a distributed computing environment. Open source development as well as computing for the handicapped are additional important topics. Key Features: In-depth surveys and tutorials on new computer technology Well-known authors are researchers in the field Extensive bibliographies with most chapters Important chapters on new technologies for software development: open source development and the technology needed to use the web for electronic commerce In-depth surveys and tutorials on new computer technology Well-known authors are researchers in the field Extensive bibliographies with most chapters Important chapters on new technologies for software development: open source development and the technology needed to use the web for electronic commerce

High Tech, High Touch

High Tech, High Touch

Author: Lynn Jurewicz

Publisher: American Library Association

Published: 2003-07-28

Total Pages: 166

ISBN-13: 9780838908600

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High Tech, High Touch illustrates technical solutions that really work, inspired by effective customer service strategies used by businesses. These are unique technology solutions—based on digital libraries, portals, e-mail notifications, and database interfaces to the web—to solve everyday public library problems.


Book Synopsis High Tech, High Touch by : Lynn Jurewicz

Download or read book High Tech, High Touch written by Lynn Jurewicz and published by American Library Association. This book was released on 2003-07-28 with total page 166 pages. Available in PDF, EPUB and Kindle. Book excerpt: High Tech, High Touch illustrates technical solutions that really work, inspired by effective customer service strategies used by businesses. These are unique technology solutions—based on digital libraries, portals, e-mail notifications, and database interfaces to the web—to solve everyday public library problems.

Handbook on Research in Relationship Marketing

Handbook on Research in Relationship Marketing

Author: Robert M. Morgan

Publisher: Edward Elgar Publishing

Published: 2015-01-30

Total Pages: 353

ISBN-13: 1783478632

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The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, a


Book Synopsis Handbook on Research in Relationship Marketing by : Robert M. Morgan

Download or read book Handbook on Research in Relationship Marketing written by Robert M. Morgan and published by Edward Elgar Publishing. This book was released on 2015-01-30 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook on Research in Relationship Marketing includes contributions from relationship marketing experts in business-to-business, business-to-consumer, global services, technology and a variety of other contexts of practice. Academics, students, a

New Challenges to International Marketing

New Challenges to International Marketing

Author: Tamer Cavusgil

Publisher: Emerald Group Publishing

Published: 2009-02-20

Total Pages: 432

ISBN-13: 1848554699

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Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring.


Book Synopsis New Challenges to International Marketing by : Tamer Cavusgil

Download or read book New Challenges to International Marketing written by Tamer Cavusgil and published by Emerald Group Publishing. This book was released on 2009-02-20 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Addresses the impact on international marketing of major trends in the external and internal environment of the firm: technology-enabled international marketing research, global account management, procurement and international supplier networks, internationalization of small and entrepreneurial firms, and outsourcing and offshoring.

E-Marketing in Developed and Developing Countries: Emerging Practices

E-Marketing in Developed and Developing Countries: Emerging Practices

Author: El-Gohary, Hatem

Publisher: IGI Global

Published: 2013-04-30

Total Pages: 372

ISBN-13: 1466639555

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While e-marketing has emerged as an aid in allowing businesses to reach a broader audience, evolutions in computer science and technology have made its comprehension a bit more complex. E-Marketing in Developed and Developing Countries: Emerging Practices aims to create a deeper understanding of the policies and practices that are involved in a successful e-marketing environment. This publication highlights the strategies and applications currently being used in both developed and developing countries; proving to be beneficial for entrepreneurs, policy makers, researchers, and students wishing to expand their comprehensive knowledge in this field.


Book Synopsis E-Marketing in Developed and Developing Countries: Emerging Practices by : El-Gohary, Hatem

Download or read book E-Marketing in Developed and Developing Countries: Emerging Practices written by El-Gohary, Hatem and published by IGI Global. This book was released on 2013-04-30 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: While e-marketing has emerged as an aid in allowing businesses to reach a broader audience, evolutions in computer science and technology have made its comprehension a bit more complex. E-Marketing in Developed and Developing Countries: Emerging Practices aims to create a deeper understanding of the policies and practices that are involved in a successful e-marketing environment. This publication highlights the strategies and applications currently being used in both developed and developing countries; proving to be beneficial for entrepreneurs, policy makers, researchers, and students wishing to expand their comprehensive knowledge in this field.

Competitive Strategies

Competitive Strategies

Author: E. Valdani

Publisher: Springer

Published: 2012-11-30

Total Pages: 272

ISBN-13: 0230354580

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This book proposes a new framework to effectively manage both offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive "seasons." The authors call them the games of movement, imitation, and position.


Book Synopsis Competitive Strategies by : E. Valdani

Download or read book Competitive Strategies written by E. Valdani and published by Springer. This book was released on 2012-11-30 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a new framework to effectively manage both offensive and defensive marketing strategies. It reinterprets the competitive challenge as a circular journey, that is, an endless sequence of three competitive "seasons." The authors call them the games of movement, imitation, and position.