Download or read book Marketing High Technology written by William H. Davidow and published by Simon and Schuster. This book was released on 1986-06-02 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies—and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over twenty years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.

Download or read book Hacking Marketing written by Scott Brinker and published by John Wiley & Sons. This book was released on 2016-03-02 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Download or read book Converge written by Bob W. Lord and published by John Wiley & Sons. This book was released on 2013-04-29 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bob Lord and Ray Velez of Razorfish - the all-media, cutting-edge advertising agency - offer a clear description of the effects of today's collision of marketing and technology. They explain the challenges and opportunities inherent in a transformed world of business. Razorfish has profited from and at times even driven the current techno-media wave of change in both technology and media. The authors' ideas are valuable, but not ahead of the curve. They discuss what is already well underway, rather than predicting coming changes. getAbstract recommends their keen assessment of the complex status quo to those who need to understand it better and to those considering change, involved in marketing or shaping corporate messages.

Download or read book Marketing 5 0 written by Philip Kotler and published by John Wiley & Sons. This book was released on 2021-01-27 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Rediscover the fundamentals of marketing from the best in the business In Marketing 5.0, the celebrated promoter of the “Four P’s of Marketing,” Philip Kotler, explains how marketers can use technology to address customers’ needs and make a difference in the world. In a new age when marketers are struggling with the digital transformation of business and the changing behavior of customers, this book provides marketers with a way to integrate technological and business model evolution with the dramatic shifts in consumer behavior that have happened in the last decade. Following the pattern presented in his bestselling Marketing X.0 series, Philip Kotler covers the crucial topics necessary to understand modern marketing, including: · Artificial Intelligence for marketing automation · Agile marketing · “Segments of one” marketing · Contextual technology · Facial recognition and voice tech for marketing · The future of Customer Experience (CX) · Transmedia storytelling · The “Whatever-Whenever-Wherever” service delivery · “Everything-As-A-Service” business model · Internet of Things and blockchain for marketing · Virtual and augmented reality marketing · Corporate activism Perfect for traditional and digital marketers, as well as students and teachers of marketing and business, Marketing 5.0 reinvigorates the field of marketing with actionable recommendations and unique insights.

Download or read book Marketing Technology as a Service written by Laurie Young and published by John Wiley & Sons. This book was released on 2010-05-24 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: Despite the fact that vast engineering networks are the foundations of modern society, the services that technology companies provide over them have been a relatively neglected area of study. As a result, marketing in some technology businesses has been depressingly tactical and inconsistent. Marketers with little experience, and even less professional training, run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on the unchallenged assumption that markets are fast changing and that customers only want the lowest prices. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a PC and a mobile phone. Now, as a result of profound, relentless, global forces, some of the leading firms and greatest minds in it are at last turning their attention to service. With the advent of ‘cloud computing’ and radical changes in the engineering of some utilities, the marketing of services that are based on a technical infrastructure is about to become as important and sophisticated as in, say, consumer products. This book explores their story and experience. “I really enjoyed the book From Products to Services by Mr Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide.” – Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing “Young and Burgess describe a shift in mindset and pragmatic techniques that are quite doable – Rae Sedel, MD, Global Technology Practice, Russell Reynolds Associates. “This book provides practical and insightful advice on how to use services to turn technology into value add solutions for real people – Rudy Provoost, CEO, Philips Lighting “Business leaders in India have been remarkably successful at offering technology based services like outsourcing across the world. Currently worth $60 billion, they intend to reach $300 billion by 2020. To succeed, the Indian business community must offer new value propositions and adapt to emerging trends, like cloud computing. Burgess and Young have put together the first comprehensive and practical guide for business leaders to meet their challenges of exponential growth.” – Dr Mukesh Aghi, Chairman and CEO, Steria (India)

Download or read book Marketing Technology and Customer Commitment in the New Economy written by Harlan E. Spotts and published by Springer. This book was released on 2014-11-03 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: ​This volume includes the full proceedings from the 2005 Academy of Marketing Science (AMS) Annual Conference held in Tampa, Florida, entitled Marketing, Technology and Customer Commitment in the New Economy. It include papers aimed to create awareness of the issues, trends, and advances associated with current global marketing challenges. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

Download or read book Marketing Technology to the Counseling Profession written by Gary Jon Springer and published by Universal-Publishers. This book was released on 2005-09-30 with total page 75 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scope of Study: The author of this dissertation surveyed psychologists in the United States to determine the forms of technology that are currently being utilized in their practice. Through the use of a survey, the study intends to show that technological applications are currently being underutilized in the counseling profession and there exists great potential for marketing new technology to counselors. The new technological ideas that were explored in the study included the use of computer aided diagnostic techniques, video-counseling and the use of a voice stress analyzer.Findings and Conclusions: The study determined that technology is being underutilized by the counseling profession. Marketing new technology to counselors will require greater effort and research due to the resistance described by counselors to using the new technology.

Download or read book Marketing Management written by Philip Kotler and published by Pearson UK. This book was released on 2019-07-12 with total page 1199 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.

Download or read book Taking Technology to the Market written by Ian Linton and published by Routledge. This book was released on 2016-04-01 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Download or read book The Marketing Performance Blueprint written by Paul Roetzer and published by John Wiley & Sons. This book was released on 2014-07-23 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover what's possible when the art and science of marketing collide The Marketing Performance Blueprint is an actionable and innovative guide to unlocking your potential as a marketer and accelerating success for your business. With an eye toward the marketing industry's rapid evolution, this book focuses on the processes, technologies, and strategies that are redefining the marketing environment. Step by step, you will learn how to build performance-driven organizations that exceed ROI expectations and outpace the competition. Companies are demanding a more technical, scientific approach to marketing, and this guide provides the key information that helps marketing professionals choose the right tools and recruit the right talent to more effectively build brand, generate leads, convert sales, and increase customer loyalty. Marketers are facing increased pressure to connect every dollar spent to bottom-line results. As the industry advances, the tremendous gaps in talent, technology, and strategy leave many professionals underprepared and underperforming. The Marketing Performance Blueprint helps bridge those gaps: Align marketing talent, technology, and strategy to reach performance goals Drive digital marketing transformation within your organization Recruit, train, and retain a modern marketing team Propel growth through digital-savvy marketing agency partners Adapt more quickly to marketing technology advancements Create connected customer experiences Turn marketing data into intelligence, and intelligence into action Devise integrated marketing strategies that deliver real business results The marketers who will redefine the industry in the coming months and years will never stop challenging conventional knowledge and solutions. Whether in terms of evolved talent, advanced technology, or more intelligent and integrated strategies, these driven professionals will be in demand as the pioneers of the new marketing era. The Marketing Performance Blueprint helps marketers blaze a trail of their own by providing a roadmap to success.

Download or read book Global Marketing written by Ilan Alon and published by Routledge. This book was released on 2016-11-10 with total page 714 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global Marketing provides students with a truly international treatment of the key principles that every marketing manager should grasp. International markets present different challenges that require a marketer to think strategically, and apply tools and techniques creatively in order to respond decisively in a fiercely competitive environment. Alon et al. provide students with everything they need to rise to the challenge: Coverage of small and medium enterprises, as well as multinational corporations, where much of the growth in international trade and global marketing has occurred. A shift toward greater consideration of services marketing as more companies move away from manufacturing. A focus on emerging markets to equip students with the skills necessary to take advantage of the opportunities that these rapidly growing regions present. Chapters on social media, innovation, and technology teach students how to incorporate these new tools into their marketing strategy. New material on sustainability, ethics, and corporate social responsibility; key values for any modern business. Short cases and examples throughout the text show students how these principles and techniques are applied in the real world. Longer cases provide instructors and students with rich content for deeper analysis and discussion. Covering key topics not found in competing books, Global Marketing will equip students with the knowledge and confidence they need to become leading marketing managers. A companion website features an instructor’s manual with test questions, as well as additional exercises and examples for in-class use.

Download or read book Big Data Marketing written by Lisa Arthur and published by John Wiley & Sons. This book was released on 2013-09-27 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leverage big data insights to improve customer experiences and insure business success Many of today's businesses find themselves caught in a snarl of internal data, paralyzed by internal silos, and executing antiquated marketing approaches. As a result, consumers are losing patience, shareholders are clamoring for growth and differentiation, and marketers are left struggling to untangle the massive mess. Big Data Marketing provides a strategic road map for executives who want to clear the chaos and start driving competitive advantage and top line growth. Using real-world examples, non-technical language, additional downloadable resources, and a healthy dose of humor, Big Data Marketing will help you discover the remedy offered by data-driven marketing. Explains how marketers can use data to learn what they need to know Details strategies to drive marketing relevance and Return On Marketing Investment (ROMI) Provides a five-step approach in the journey to a more data-driven marketing organization Author Lisa Arthur, the Chief Marketing Officer for Teradata Applications, the leader in integrated marketing software, meets with thousands of CMOs and marketing professionals annually through public speaking and events Big Data Marketing reveals patterns in your customers' behavior and proven ways to elevate customer experiences. Leverage these insights to insure your business's success.

Download or read book Taking Technology to the Market written by Mr Ian Linton and published by Gower Publishing, Ltd.. This book was released on 2012-10-28 with total page 283 pages. Available in PDF, EPUB and Kindle. Book excerpt: With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.

Download or read book Disruptive Selling written by Patrick Maes and published by Kogan Page Publishers. This book was released on 2018-04-03 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Adopt disruptive selling strategies that will empower your customers and ensure you stay competitive in the constantly evolving digital landscape with this carefully researched book, featuring case studies and examples from disruptive organizations such as AirBnB, Zalando and Bol.com. The heyday of the classic sales force is over. Customers lead mobile and online lives, and successful companies use disruptive concepts to engage with the digitally empowered consumer. This book will help companies transform themselves to the new age of selling by matching supply to demand in an innovative way. Successful disruptive selling concepts must be based on the right combination of a series of factors, including an understanding of what motivates customers' corresponding value propositions, appropriate organizational structures, and the right overarching business culture. Disruptive Selling demystifies all of this, and more. Featuring case studies and examples from disruptive organizations such as AirBnB, Zalando and Bol.com, it will empower readers to look critically at their organizations and begin their own disruptive selling journeys. Containing a carefully researched, clearly explained framework and practical guidelines that will allow readers to get started immediately, this book is the ultimate guide to remaining competitive and adaptive in a continually changing world.

Download or read book The New Marketing written by Cheryl Burgess and published by SAGE. This book was released on 2020-07-27 with total page 333 pages. Available in PDF, EPUB and Kindle. Book excerpt: In our hyper-connected world that is changing at warp speed, marketers recognize the need to shift from traditional marketing methods to a new way that can help them better navigate the unpredictable environment. For traditionalists, this change has posed a challenge. Many have tried to incorporate new approaches into the old models they grew up with, only to be frustrated with the results. From the bestselling authors of The Social Employee, and LinkedIn Learning course authors, comes a powerful new textbook that cracks the marketing code in our hyper-focused digital age. The New Marketing, with contributions spanning CMO trailblazers to martech disruptors, behavioral economics luminaries at Yale to leading marketing thinkers at Kellogg and Wharton, is a GPS for navigating in a digital world and moves the craft of marketing through the forces of marketing transformation. We can’t predict the future. But our goal is to help make Masters/MBA students and marketing practitioners future-ready and successful.

Download or read book The Digital Marketer written by Larry Weber and published by John Wiley & Sons. This book was released on 2014-04-14 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: Big data. Digital loyalty programs. Predictive analytics. Contextualized content. Are you ready? These are just a few of the newest trends in digital marketing that are part of our everyday world. In The Digital Marketer: Ten New Skills You Must Learn to Stay Relevant and Customer-Centric, digital marketing guru Larry Weber and business writer and consultant Lisa Leslie Henderson explain the latest digital tools and trends used in today's marketing initiatives. The Digital Marketer explains: The ins and outs of this brave new world of digital marketing The specific techniques needed to achieve high customer engagement The modern innovations that help you outperform the competition The best targeting and positioning practices for today's digital era How customer insights derived from big and small data and analytics, combined with software, design, and creativity can create the customer experience differential With the authors' decades of combined experience filling its pages, The Digital Marketer gives every marketer the tools they need to reinvent their marketing function and business practices. It helps businesses learn to adapt to a customer-centric era and teaches specific techniques for engaging customers effectively through technology. The book is an essential read for businesses of all sizes wanting to learn how to engage with customers in meaningful, profitable, and mutually beneficial ways.

Download or read book Product Marketing for Technology Companies written by Mark Butje and published by Routledge. This book was released on 2012-06-25 with total page 194 pages. Available in PDF, EPUB and Kindle. Book excerpt: The author compresses his twenty years of experience to take a step-by-step approach to the product life-cycle, and covers areas such as: * selecting target markets * creating a positioning statement * writing a financial paragraph * motivating others thereby demonstrating how to act as a bridge between sales, development and finance. Successfully marketing products for technology companies requires the application of precision marketing techniques, and in this book the author teaches how to focus on the whole product and create real solutions that match the market needs.