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Marketing Technical Services : Applying State-of-the-art Marketing to High Tech Services by Laurie Young and Bev Burgess is a book available to read on EtoBox.

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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 s

Author

Laurie Young and Bev Burgess

Publisher

John Wiley & Sons, Incorporated

Published

2010

Language

EN

ISBN

9780470748404

Subjects

Management, Economics, Business