The Marketing of Technology Intensive Products and Services : Driving Innovations for Non-Marketers

This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.Content: Chapter 1 The New Operating Context (pages 1–7): Chapter 2 A Few Key Points a Technical Manager Should Know (pages 9–26): Chapter 3 Understanding the Customer (pages 27–28): Chapter 4 Business Models: The Engines of the New Economy (pages 29–78): Chapter 5 Basic Models in High?Tech Marketing (pages 79–95): Chapter 6 Bridging People, Markets and Technologies (pages 97–102): Chapter 7 The New Operating Context (pages 103–121): Chapter 8 Marketing Plans (pages 123–125): Chapter 9 Pricing (pages 127–133): Chapter 10 Distribution (pages 135–144): Chapter 11 Business Plans (pages 145–151): Chapter 12 The Sales World (pages 153–165): Chapter 13 Funding Your Projects (pages 167–177): Chapter 14 Partnering and Outsourcing (pages 179–185): Chapter 15 Management Issues for the Next Decade (pages 187–192): This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information. Effective Strategic Intelligence (SI) is vital for organizations in an international context of instability, complexity and intense competition. Following a long process of qualitative, quantitative and empirical research next to SI experts and large companies, this book proposes a way to improve SI and its impact on the performance of an organization.From an exploration, description and evaluation model of SI, a measurement tool in two parts, for the producer and the user of SI, has been built. For all kind of firms and all advancement levels of SI, it allows the construction of a control panel which can be used to pilot SI and its impact on the performance of an organization