Marketing High Technology Services

This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. 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.

1: The Role of Marketing; 1: What is Marketing?; 2: Why Do People Buy?; 3: What is Involved in Becoming Market Led?; 4: To Whom are We Selling?; 5: Who are Our Competitors?; 6: How Do We Set Prices?; 2: The Role of Marketing Communication; 7: How Do We Communicate?; 8: How do We Sell?; 9: How do We Use Impersonal Communications?; 3: The Role of Business Development; 10: What Does the Market Want?; 11: How do We Achieve Profitable Innovation?; 12: How do We Manage the Future?

Colin Sowter