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New strategies for marketing information technology:

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Bibliographische Detailangaben
Format:	Buch
Sprache:	English
Veröffentlicht:	London u.a. Chapman & Hall 1996
Ausgabe:	1. ed.
Schlagworte:	Informatietechnologie Information technology - Marketing Marketing Datenverarbeitung Information services Information storage and retrieval systems > Technological innovations Marketing > Data processing Marketing > Information services Informationstechnik Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	369 S.
ISBN:	0412615207

Internformat

MARC


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Datensatz im Suchindex

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adam_text	CONTENTS List of contributors ix Acknowledgements xi Preface (Geoff Shingles) xii 1 Introduction (Christopher Field) 1 PART ONE LIVING IN THE EARTHQUAKE ZONE: MARKETING STRATEGY 5 2 How to really market computer services (Laurie Young) 9 3 Coping with the earthquake: from sales led to market driven (Henry Trull) 21 4 The looking glass war: how IBM and Microsoft fought for domination of the desktop (William Payne) 27 5 A guide to building a marketing strategy (Kevin Withnall) 35 6 New products: managing the market, managing expectations (Susan Scott Ker) 55 7 IT marketing in the year 2000: a view of some of the developments in store (Garrey Meh ille) 63 PART TWO A FUNNY THING HAPPENED ON THE WAY TO THE FORUM: MARKETS 79 8 Focusing on key markets (Merlin Stone) 83 9 Effective market segmentation: a commercial imperative (Graham Browne) 91 10 Why waste money on marketing communications? (fohn Armitage) 101 11 The challenge of marketing to the user base (Andrew Barnes) 107 Contents PART THREE THE LONELINESS OF THE LONG DISTANCE SWIMMER: CHANNELS 113 12 Channel marketing in the information industries (Stan Maklan) 117 PART FOUR AT THE TOP: CAREERS 129 13 What makes a good IT marketer? (Eric Leach) 133 14 The new colonials meet Sanders paradox (Jerry Sanders) 141 PART FIVE STRETCHING THE SINEWS OF WAR: BUDGETING 149 15 Putting your money where your mouth is IT marketing trends: Refocusing IT marketing (Rob Pankhurst) 153 16 Marketing as an exchange of value (Michael Spring) 163 PART SIX PLAYING WITH THE TEAM YOU DIDN T PICK: CORPORATE CULTURE 169 17 The new culture (Michael Juer) 173 18 All the other games are for children : managing the politics of organizations in order to sell marketing strategies to the board (Laurie Young) 179 19 Marketing: fact or faction? (Ian Ryder) 195 PART SEVEN PLAYING COWBOYS AND INDIANS: SUPPLIER MANAGEMENT 201 20 How to service an agency (Nick Horley) 205 21 Choosing a PR company (Andy West) 211 22 Briefing a design consultancy (David Mankin) 217 PART EIGHT LET S GO FLY A KITE: PUBLIC RELATIONS 223 23 Output or results? Measuring PR effectiveness (Gordon Knight) 227 24 IT public relations: brands and benefits (Mike Park) 233 vi Contents PART NINE PLAYING THE PIED PIPER OF FLEET STREET: THE PRESS 239 25 Handling the press (David Tebbutt) 243 26 Talking to the press (Peter Bartram) 249 PART TEN THE LEADER OF THE BRAND: ADVERTISING 257 27 Imagine being the one without an advertising strategy: the golden rules of campaign advertising — targeting, impact, consistency, integration (Susan Goldsworthy) 261 PART ELEVEN SENDING OUT THE INVITATIONS: DATABASES 269 28 The trouble with database marketing (Edwina Dunn) 273 29 Database marketing, precisely (Paul Stewart) 289 PART TWELVE IT S GOOD TO TALK: TELEPHONES 295 30 Telemarketing: the interactive edge (Greg Cooper) 299 PART THIRTEEN ALL THE FUN OF THE FAIR: EXHIBITIONS 305 31 A new generation of shows (Simon Daisley and Hugh Keeble) 309 PART FOURTEEN LOOK BEFORE YOU LEAP: RESEARCH 319 32 Research throughout the product life cycle (Peter Hutton) 323 33 Getting close to your customers: can you afford not to? (Chris Kaday) 329 PART FIFTEEN MARKETING GOES TO SCHOOL: STANDARDS 335 34 Marketing and sales: joint strategies for success (David Allenstein) 339 vii Contents PART SIXTEEN MARKETING TO THE RESCUE? BUSINESS PROCESS RE ENGINEERING 345 35 New relationships, new structures (Colin Coulson Thomas) 349 REFERENCES 361 FURTHER READING 363 INDEX 365 via
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spelling	New strategies for marketing information technology ed. by Christopher Field 1. ed. London u.a. Chapman & Hall 1996 369 S. txt rdacontent n rdamedia nc rdacarrier Informatietechnologie gtt Information technology - Marketing Marketing gtt Datenverarbeitung Information services Information storage and retrieval systems Technological innovations Marketing Data processing Marketing Information services Informationstechnik (DE-588)4026926-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Informationstechnik (DE-588)4026926-7 s DE-604 Field, Christopher Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007111045&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	New strategies for marketing information technology Informatietechnologie gtt Information technology - Marketing Marketing gtt Datenverarbeitung Information services Information storage and retrieval systems Technological innovations Marketing Data processing Marketing Information services Informationstechnik (DE-588)4026926-7 gnd Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4026926-7 (DE-588)4037589-4 (DE-588)4143413-4
title	New strategies for marketing information technology
title_auth	New strategies for marketing information technology
title_exact_search	New strategies for marketing information technology
title_full	New strategies for marketing information technology ed. by Christopher Field
title_fullStr	New strategies for marketing information technology ed. by Christopher Field
title_full_unstemmed	New strategies for marketing information technology ed. by Christopher Field
title_short	New strategies for marketing information technology
title_sort	new strategies for marketing information technology
topic	Informatietechnologie gtt Information technology - Marketing Marketing gtt Datenverarbeitung Information services Information storage and retrieval systems Technological innovations Marketing Data processing Marketing Information services Informationstechnik (DE-588)4026926-7 gnd Marketing (DE-588)4037589-4 gnd
topic_facet	Informatietechnologie Information technology - Marketing Marketing Datenverarbeitung Information services Information storage and retrieval systems Technological innovations Marketing Data processing Marketing Information services Informationstechnik Aufsatzsammlung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007111045&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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