High-tech service marketing

Author: Colin V. Sartor
Publisher:
Publish Date: 2002-08-01
Features: This book is widely hailed in the Western world as a must-read for marketers, but in reality, it should be an essential desk reference for any employee in a high-tech service organization, including managers, scientists, engineers, or consultants. In this book, Dr. Sartor provides guidance on a series of critical issues that businesses may encounter during their development process, including: how to identify your unique selling proposition; how to determine optimal service marketing strategies; how to leverage multiple promotional channels to achieve marketing goals; how to ensure that your company's various promotional methods generate maximum market response, and more. The book is filled with numerous illustrations, examples, tables, and models, as well as highly targeted exercises and action plans, helping you flexibly apply the concepts conveyed in the book to your own organization, upgrade your business service marketing, and attract and retain customers.