Autore	Mohr Jakki J.
Edizione	[Third edition, Pearson new international edition.]
Pubbl/distr/stampa	Harlow, England : , : Pearson, , [2014]
Descrizione fisica	1 online resource (ii, 542 pages) : illustrations
Disciplina	620.00688
Collana	Pearson Custom Library
Soggetto topico	High technology industries - Marketing
ISBN	9781292054537 1292054530 9781292040332 1292040335
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Chapter 1. Introduction to World of High-Technology Marketing -- Chapter 2. Strategic Market Planning in High-Tech Firms -- Chapter 3. Culture and Climate Considerations for High-Tech Companies -- Chapter 4. Market Orientation and Cross-functional (Marketing-R & D) Interaction -- Chapter 5. Partnerships, Alliances and Customer Relationship Marketing -- Chapter 6. Marketing Research in High-Tech Markets -- Chapter 7. Understanding High-Tech Customers -- Chapter 8. Technology and product management -- Chapter 9. Distribution Channels and Supply Chain Management in High-Tech Markets -- Chapter 10. Pricing Considerations in High-Tech Markets -- Chapter 11. Marketing Communication Tools for High-Tech Markets -- Chapter 12. Strategic Considerations for the Triple Bottom Line in High-Tech Companies -- Chapter 13. Strategic considerations in marketing communications -- Chapter 14. Case: Is there more to Skype than hype? -- Chapter 15. Case: Charting a New Course for Xerox: Strategic Marketing Planning -- Chapter 16. Case: Environmental Systems Research Institute (ESRI) -- Chapter 17. Case: Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? -- Chapter 18. Case: Goomzee Mobile Marketing -- Chapter 19. Case: SELCO-India: Lighting the Base of the Pyramid.
Record Nr.	UNINA-9910153065303321

Autore	Corsi Patrick
Pubbl/distr/stampa	London, : ISTE
Descrizione fisica	1 online resource (258 p.)
Disciplina	658.8
Altri autori (Persone)	DulieuMike
Collana	ISTE
Soggetto topico	High technology industries - Marketing
ISBN	1-118-55765-4 1-118-61777-0 1-282-16550-X 9786612165504
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	pt. 1. Generating value from innovation -- pt. 2. Marketing technology intensive products, services and processes -- pt. 3. Managing your environment.
Record Nr.	UNINA-9911019664503321

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

Autore	Care John
Edizione	[4th ed.]
Pubbl/distr/stampa	Norwood : , : Artech House, , 2022
Descrizione fisica	1 online resource (403 pages)
Disciplina	338.4762
Soggetto topico	High technology industries - Marketing High technology industries - Technological innovations
ISBN	9781523145751 1523145757 9781630818739 1630818739
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Intro -- Contents -- Acknowledgments -- Introduction -- You, the Audience -- Using the Book -- The Bottom Line -- Chapter 1 What Is a Sales Engineer? -- Role #1: The Technical Engineer -- Role #2: The Salesperson -- Role #3: The Trusted Advisor and Consultant -- Role #4: The Explainer of All Things (the Storyteller) -- All the Other Skills -- Summary -- Chapter 2 An Overview of the Sales Process -- Definition of the Market -- The Marketing Campaign -- Lead Qualification -- Request for Proposal -- Discovery and First Customer Engagement -- Present, Demonstrate, and Propose -- Proof of Concept -- Negotiations: Closed Won or Closed Lost -- Post-Sales Support and Account Management -- Summary -- Chapter 3 Lead Qualification -- Lead Generation -- Initial Lead Qualification -- Lead Quality -- Monitoring the Incoming Leads -- Summary -- Chapter 4 The RFP Process -- The Creation of an RFP -- The Truth Behind Three RFP Myths -- The Go or No-Go Decision -- Response Team Infrastructure -- Scoring the RFP -- RFP Avoidance Strategies -- The Alternate Response -- Completing the RFP -- Presenting the RFP -- Summary -- Chapter 5 Technical Discovery -- Initial Research-Before the Main Engagement -- Prelude: The Three Behavioral Crimes of Discovery -- Tell -- Accept -- Guess -- The Basic Methodology -- The Inputs -- The Middle Layer/Process -- The Outputs -- The Visualization -- The (Optional) Magic Wand -- Summary -- Chapter 6 Goals Business Value Discovery 1: Pains and Gains -- The Sales Engineer Concept of Pain -- Latent Pain -- Current Pain -- Vision Pain -- How Not to Talk About Your Technology -- The Heart of the Process -- Gather a Complete List -- Verify That the List Is Complete -- Ask Permission to Add Your Own -- Prioritize the List -- Summary -- Chapter 7 Business Value Discovery 2: Time, Money, and People -- The BVD Quadrants. How Do You Know It Is a Problem (Evidence)? -- What Is the Size of the Problem (Impact)? -- How Will You Know When It Is Fixed (Evidence)? -- What Is the Impact of the Problem Going Away? -- Questions About Questions -- The Closed-Ended Questions -- The Open-Ended Question -- The Nonquestion Question -- Answers About Answers -- The 3WM+M Approach -- The Time, Money, and People Approach -- You Can Be the Expert -- The Preliminary Financial Checkpoint-a Cost/Impact Comparison -- Summary -- Chapter 8 The FABulous Sales Engineer -- Some Basic Definitions -- The Sales Engineer Problem -- A Classic Nontechnical Example -- A More Functional Example -- The Fuzziness of Benefits -- FAB in a Zero Discovery Setting -- Back to Being FABulous -- Summary -- Chapter 9 Successful Customer Engagement -- The Technical Account Plan -- People: The Organizational Chart -- Installs: The Product Chart -- Projects: The Initiative Chart -- "Coolness": The Technology Adoption Chart -- First Contact -- Where to Focus -- Find a Coach -- Now What? -- Summary -- Chapter 10 The Perfect Pitch: Structure -- Pay Attention to the Attention Curve -- Developing a Focused Message -- Start with Structure: Success = RM + 3KP -- Drill Down on Solution and Proof Points -- Organize the Ideas -- Focus the Key Points -- Transfer to Your Delivery Mechanism -- Summary -- Chapter 11 The Perfect Pitch: Delivery -- Nonverbal Delivery Skills -- Physical Appearance -- Posture -- Eye Contact -- Gestures -- Movement -- Facial Expressions -- Verbal Delivery Skills -- Pace -- Pitch -- Tone -- Volume -- Articulation -- Start with a Bright and Beautiful Beginning -- Make a Fantastic Finish -- Using Your Nervous Energy -- Presenting to Large Groups -- Summary -- Chapter 12 The Dash to Demo -- Why Does the Dash to Demo Occur? -- Failing to Plan Is Planning to Fail -- The Agenda -- Before You Even Start. Preparing the Way -- Engaging the Audience -- Back to the Dash to Demo -- Checkpoint Charlie -- Summary -- Chapter 13 Building the Demo -- The Pain of the Demo (Customer Perspective) -- Introducing the Demo GPS Roadmap -- Building the Demo GPS Roadmap -- Using the Demo GPS Roadmap -- Summary -- Chapter 14 Remote Demonstrations and Presentation -- The Basic Premise -- Advantages and Disadvantages -- Know Your Customer -- Know Your Technology -- Know Your Product and Know Your Demo -- Summary -- Chapter 15 Whiteboarding and Visual Selling -- The Power of Whiteboarding -- The Drawbacks of Whiteboarding -- Whiteboarding Within the Sales Cycle -- Getting Started -- The Overall Content -- The Visuals -- Whiteboarding Mechanics 101 -- Stance -- Timing and the Chunk -- Cadence and Rhythm -- Speed and Handwriting -- Artistic Ability and Iconization -- The Implications of Color -- Some Shortcuts (Cheats) from Customers -- Using the Whiteboard as a Closing Tool -- Summary -- Chapter 16 Storytelling -- The Good and the Bad of Stories and Sales -- What Makes a Good Story-Structure and Syntax -- Fine-Tuning the Story-Grammar and Numbers -- A Special Case-The Conversational Customer Reference Story -- Summary -- Chapter 17 Evaluation Strategies -- The Effort Scale (How Did We Get Here?) -- Creating the Project Plan -- How Do You Define Success? -- How to Win: Determining the Success Criteria -- Evaluating the Success Criteria -- Intellectually Closing the Deal -- Running a Proof of Concept -- Phase 1: Document the Success Criteria -- Phase 2: Mini-Discovery -- Phase 3: Development -- Phase 4: Test -- Phase 5: Deployment -- Phase 6: Demonstration and Validation -- Phase 7: Presentation of Results -- Don't Forget Training and Documentation -- Don't Forget the Competition! -- And Don't Forget the People -- The Technical Win -- Summary -- Chapter 18 Answering Questions. Listen, Accept, Clarify, and Execute-The LACE Strategy -- Listen to the Customer -- Accept the Question -- Clarify Everything -- Execute the Answer -- Categorizing the Questions -- The Standard Question -- The Coach Question -- The Competitive Question -- The Consultants Question -- The Seymour Question -- The Hostile Question -- Summary -- Chapter 19 The Trusted Advisor Sales Engineer -- The Quantitative Benefits of Trust -- Defining the Trusted Advisor -- An Introduction to the Trust Equation -- Credibility (C) -- Reliability (R) -- Intimacy (I) -- Self-Orientation (S) -- Positivity (P) -- The Automatic Trust Advantage of the Sales Engineer -- Creating Your Own Trust Scale -- Calculating the T Score -- Using Trust in the Buying Process -- Some SE Specifics -- Summary -- Chapter 20 The Executive Connection -- An Executive Definition -- What Do They Want from You? -- Plan the Meeting -- Setting the Stage -- Follow the Money -- Setting the Goals of the Meeting -- You Are the Expert -- Execute the Meeting -- Presentation Ideas -- Answering Questions -- Follow-Up After the Meeting -- The Informal Executive Connection -- Summary -- Chapter 21 Doing the Math and Proving Business Value -- Proving the Value -- How Do Customers Assess Value? -- Typical Assessment Methods -- The Importance of Time to Value -- Closing the Loop -- The Customer Does Have to Spend Money, Too -- How Do Customers Create Budget? -- Value Engineering and FinOps -- Cloud Financial Operations -- The Emotional Return on Investment -- Summary -- Chapter 22 The New SE: Getting Started -- The Ramp Process -- Setting Goals with Your Manager -- The Need to Succeed -- Boot Camp -- Develop a 30-/90-/180-Day Plan -- The Overall 30-90-180 Structure -- The First Six Months -- Find a Mentor -- Read the Manual -- Watch the Movies -- Join the Club -- Master the Product -- Work in the Factory. Practice, Practice, Practice -- Know Your Customer Stories -- Use Your Product (If You Can) -- Get Feedback-from Everyone -- Summary -- Chapter 23 Creating Your Personal Brand -- Defining Personal Brand -- Building the Foundation -- Creating the Statement -- Using and Living the Brand -- Honesty and Ethics -- Summary -- Chapter 24 Selling with and Through Partners -- The Different Forms of Partnership -- Working the Relationship and the Infrastructure -- Defining Account Ownership -- Rules of Engagement -- Categorizing the Partners -- Partner Enablement -- The Special Role of the Partner Engineer -- Summary -- Chapter 25 Competitive Tactics -- The Competitive Landscape -- Your Number One Competitor -- Identify Your Competition -- Know Thine Enemy -- Five Competitive Strategies for the SE -- The Frontal Strategy -- The Flanking Strategy -- The Fragment Strategy -- The Defend Strategy -- The Develop Strategy -- The Customer and the Competition -- Reversing the Dirt -- Summary -- Chapter 26 Using the CRM System -- Why CRM Is Your Best Friend -- Time and People Management -- The Beauty of Repeatability -- Using the Features and Tapping Organizat -- CRM and Personal Gain -- Annual Review Time -- Summary -- Chapter 27 Compensation (Show Me the Money) -- The Basic Components of a Plan -- Fixed (Base) Salary -- Variable Pay -- MBOs and General Performance -- Stock Options and Equity -- Other Plans -- Leveraging the Plan -- Ramping -- Who Else Cares? -- Negotiating the Plan -- What Is a Target? -- Building the First Plan -- Summary -- Chapter 28 Moving into Sales -- Skill Building -- You Want to Do What? -- Preparing for the Transition -- What Are My Chances? -- What Should I Expect? -- Making It All Work -- Summary -- Chapter 29 Career Progression -- Some Typical Organizational Structures -- Behavioral Competencies -- Functional Competencies. The Many Paths to Greatness.
Record Nr.	UNINA-9911004737403321

Autore	Care John (Managing director of Mastering Technical Sales LLC)
Edizione	[2nd. ed.]
Pubbl/distr/stampa	Boston, Massachusetts : , : Artech House, , 2008
Descrizione fisica	1 online resource (359 p.)
Disciplina	658.8
Altri autori (Persone)	BohligAron
Collana	Artech House technology management and professional development library
Soggetto topico	Selling - High technology High technology industries - Marketing
Soggetto genere / forma	Electronic books.
ISBN	1-59693-340-2
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	1. Introduction: Why Study "Technical Sales"? -- 2. An Overview of the Sales Process -- 3. Lead Qualification -- 4. The RFP Process -- 5. Needs Analysis and Discovery --
Record Nr.	UNINA-9910455429903321