Marketing High Technology ServicesGower Publishing, Ltd., 2000 - 245 pages Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations. |
Contents
What Is Involved in Becoming Market Led? | 3 |
How Do We Achieve Profitable Innovation? | 6 |
THE ROLE OF MARKETING COMMUNICATION 113 | 7 |
How Do We Manage the Future? | 12 |
Common terms and phrases
achieve activities advertising appropriate BETTER MOUSETRAPS brochures BUDGETS OR EXTRA business benefit business development business plan buying decision chemical engineering competition component of profit consultancy cost cost centre customer service debit against profit delegates engineering Exercise factors influencing strategic fee-earners Follow-up free market full-time marketing growth HIGH TECHNOLOGY SERVICES identifying customer needs in-to-out increase intangible service investment main factors market led market research market share Marketing Department marketing function MARKETING HIGH TECHNOLOGY marketing management marketing mix marketing or business marketing staff marketplace money spent operation to satisfy out-to-in packaging percentage margin positive marketing prepared to pay product or service professional promotion recruit REQUIRE LARGE BUDGETS role sales and marketing satisfying every whim segments seminars senior managers shift of focus skill or service Sowter spent on marketing spontaneously demand stack of value starts with identifying task of marketing television advertising thinking about business understand whole company operation