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Marketing technology as a service : proven techniques that create value
| Marketing technology as a service : proven techniques that create value |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley, 2010 |
| Disciplina | 658.8 |
| Soggetto topico |
High technology industries - Marketing
Business & Economics Economic History |
| ISBN | 0-470-66241-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword -- 1 Technology Companies, Services and Networks -- Introduction -- The growth of the service sector -- The different types of service -- Services in technology or engineering sectors: A neglected category? -- Engineering and service -- Common characteristics and issues among service businesses in technology sectors -- Is this really a distinct market or category? -- Summary -- 2 Marketing Services -- Introduction -- One more time: What is marketing? -- Different manifestations of marketing -- The evolution of marketing in an organisation -- Marketing services -- Marketing in technology sectors -- Summary -- 3 Gaining Strategic Insight into Service Markets -- Introduction -- Why market understanding is essential -- Important market dynamics to understand -- Means of gaining an objective market perspective -- Opportunity analysis -- Summary -- 4 Internal Perspectives and their Strategic Impact -- Introduction -- Strategic context -- Strategic intent: The need for clarity of purpose -- Methods of determining strategic focus -- Brand equity as a source of strategic advantage -- Customer equity -- Portfolio strategy -- 'Go to market' capability -- How does the company develop strategy? -- Summary -- 5 Creating and Positioning a Service Brand -- Introduction -- What brands are and the effect they have -- The basics of brand strategy -- Corporate branding: The brand strategy for service companies -- Practicalities: How to create a brand where none exists -- Practicalities: Repositioning and brand extension strategies as a means of entering service markets -- A note on political will and leadership vision -- Summary -- 6 Innovation and New Service Design -- Introduction -- Service vision -- Common mistakes in service design -- The role of innovation and service development -- Innovation in service businesses -- Value propositions -- Differentiation and how to achieve it -- Categorisation and its implications for new service design -- Practicalities -- Summary -- 7 Selling Services -- Introduction -- How people buy -- The sales strategies of technological service companies -- Creating a 'service' sales force -- Generic sales structures applicable to services -- The practicalities: Managing the sales process -- Summary -- 8 Marketing and Selling Services to Major Customers -- Introduction -- Prioritising customer accounts -- Major customer sales strategies: Account management -- Partnership selling: Major account management in consultancies -- Cultural variations and their effect on account management -- Account planning -- Service quality for major accounts -- Summary -- 9 Communicating with Service Markets -- Introduction -- Effective communications strategy -- Aspects of communications strategy -- Communications techniques particularly important to service companies -- Managing the creative execution -- Media planning -- Practicalities and management basics -- Communications during a crisis -- Summary -- 10 Service Quality -- Introduction -- The importance of service quality -- Service quality and customer care: A recent history -- Terminology and perceived wisdom -- Analysis -- Service strategy -- Planning service quality -- Service recovery -- Satisfaction measurement -- Summary -- 11 Service on the World Stage -- Introduction -- The challenge of working across borders -- International strategic considerations -- International market analysis and perspective -- International brand strategy -- International marketing communication issues -- International sales and account management strategy -- International service design -- Different international strategic choices -- Summary -- Appendix Marketing Tools and Techniques -- References -- Index. |
| Record Nr. | UNINA-9910131538903321 |
| [Place of publication not identified], : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing technology as a service : proven techniques that create value
| Marketing technology as a service : proven techniques that create value |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley, 2010 |
| Disciplina | 658.8 |
| Soggetto topico |
High technology industries - Marketing
Business & Economics Economic History |
| ISBN | 0-470-66241-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword -- 1 Technology Companies, Services and Networks -- Introduction -- The growth of the service sector -- The different types of service -- Services in technology or engineering sectors: A neglected category? -- Engineering and service -- Common characteristics and issues among service businesses in technology sectors -- Is this really a distinct market or category? -- Summary -- 2 Marketing Services -- Introduction -- One more time: What is marketing? -- Different manifestations of marketing -- The evolution of marketing in an organisation -- Marketing services -- Marketing in technology sectors -- Summary -- 3 Gaining Strategic Insight into Service Markets -- Introduction -- Why market understanding is essential -- Important market dynamics to understand -- Means of gaining an objective market perspective -- Opportunity analysis -- Summary -- 4 Internal Perspectives and their Strategic Impact -- Introduction -- Strategic context -- Strategic intent: The need for clarity of purpose -- Methods of determining strategic focus -- Brand equity as a source of strategic advantage -- Customer equity -- Portfolio strategy -- 'Go to market' capability -- How does the company develop strategy? -- Summary -- 5 Creating and Positioning a Service Brand -- Introduction -- What brands are and the effect they have -- The basics of brand strategy -- Corporate branding: The brand strategy for service companies -- Practicalities: How to create a brand where none exists -- Practicalities: Repositioning and brand extension strategies as a means of entering service markets -- A note on political will and leadership vision -- Summary -- 6 Innovation and New Service Design -- Introduction -- Service vision -- Common mistakes in service design -- The role of innovation and service development -- Innovation in service businesses -- Value propositions -- Differentiation and how to achieve it -- Categorisation and its implications for new service design -- Practicalities -- Summary -- 7 Selling Services -- Introduction -- How people buy -- The sales strategies of technological service companies -- Creating a 'service' sales force -- Generic sales structures applicable to services -- The practicalities: Managing the sales process -- Summary -- 8 Marketing and Selling Services to Major Customers -- Introduction -- Prioritising customer accounts -- Major customer sales strategies: Account management -- Partnership selling: Major account management in consultancies -- Cultural variations and their effect on account management -- Account planning -- Service quality for major accounts -- Summary -- 9 Communicating with Service Markets -- Introduction -- Effective communications strategy -- Aspects of communications strategy -- Communications techniques particularly important to service companies -- Managing the creative execution -- Media planning -- Practicalities and management basics -- Communications during a crisis -- Summary -- 10 Service Quality -- Introduction -- The importance of service quality -- Service quality and customer care: A recent history -- Terminology and perceived wisdom -- Analysis -- Service strategy -- Planning service quality -- Service recovery -- Satisfaction measurement -- Summary -- 11 Service on the World Stage -- Introduction -- The challenge of working across borders -- International strategic considerations -- International market analysis and perspective -- International brand strategy -- International marketing communication issues -- International sales and account management strategy -- International service design -- Different international strategic choices -- Summary -- Appendix Marketing Tools and Techniques -- References -- Index. |
| Record Nr. | UNINA-9910830676503321 |
| [Place of publication not identified], : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing technology as a service : proven techniques that create value
| Marketing technology as a service : proven techniques that create value |
| Pubbl/distr/stampa | [Place of publication not identified], : Wiley, 2010 |
| Disciplina | 658.8 |
| Soggetto topico |
High technology industries - Marketing
Business & Economics Economic History |
| ISBN | 0-470-66241-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Machine generated contents note: Foreword -- 1 Technology Companies, Services and Networks -- Introduction -- The growth of the service sector -- The different types of service -- Services in technology or engineering sectors: A neglected category? -- Engineering and service -- Common characteristics and issues among service businesses in technology sectors -- Is this really a distinct market or category? -- Summary -- 2 Marketing Services -- Introduction -- One more time: What is marketing? -- Different manifestations of marketing -- The evolution of marketing in an organisation -- Marketing services -- Marketing in technology sectors -- Summary -- 3 Gaining Strategic Insight into Service Markets -- Introduction -- Why market understanding is essential -- Important market dynamics to understand -- Means of gaining an objective market perspective -- Opportunity analysis -- Summary -- 4 Internal Perspectives and their Strategic Impact -- Introduction -- Strategic context -- Strategic intent: The need for clarity of purpose -- Methods of determining strategic focus -- Brand equity as a source of strategic advantage -- Customer equity -- Portfolio strategy -- 'Go to market' capability -- How does the company develop strategy? -- Summary -- 5 Creating and Positioning a Service Brand -- Introduction -- What brands are and the effect they have -- The basics of brand strategy -- Corporate branding: The brand strategy for service companies -- Practicalities: How to create a brand where none exists -- Practicalities: Repositioning and brand extension strategies as a means of entering service markets -- A note on political will and leadership vision -- Summary -- 6 Innovation and New Service Design -- Introduction -- Service vision -- Common mistakes in service design -- The role of innovation and service development -- Innovation in service businesses -- Value propositions -- Differentiation and how to achieve it -- Categorisation and its implications for new service design -- Practicalities -- Summary -- 7 Selling Services -- Introduction -- How people buy -- The sales strategies of technological service companies -- Creating a 'service' sales force -- Generic sales structures applicable to services -- The practicalities: Managing the sales process -- Summary -- 8 Marketing and Selling Services to Major Customers -- Introduction -- Prioritising customer accounts -- Major customer sales strategies: Account management -- Partnership selling: Major account management in consultancies -- Cultural variations and their effect on account management -- Account planning -- Service quality for major accounts -- Summary -- 9 Communicating with Service Markets -- Introduction -- Effective communications strategy -- Aspects of communications strategy -- Communications techniques particularly important to service companies -- Managing the creative execution -- Media planning -- Practicalities and management basics -- Communications during a crisis -- Summary -- 10 Service Quality -- Introduction -- The importance of service quality -- Service quality and customer care: A recent history -- Terminology and perceived wisdom -- Analysis -- Service strategy -- Planning service quality -- Service recovery -- Satisfaction measurement -- Summary -- 11 Service on the World Stage -- Introduction -- The challenge of working across borders -- International strategic considerations -- International market analysis and perspective -- International brand strategy -- International marketing communication issues -- International sales and account management strategy -- International service design -- Different international strategic choices -- Summary -- Appendix Marketing Tools and Techniques -- References -- Index. |
| Record Nr. | UNINA-9910877347703321 |
| [Place of publication not identified], : Wiley, 2010 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||