Marketing high technology services - Colin V. Sowter

Books on marketing are legion, but this one is different: it shows how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part I looks at the implications of becoming market-led. Part II explains how to use the various methods of communication to best effect. Finally, Part III 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. Like any good scientist he proceeds by asking questions, and the answers he supplies are always intensely 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 you put the author?s ideas to work in your own organization. - - The result is a book that will inspire not just marketing practitioners but anyone involved in the delivery of high technology services, whether as manager, scientist, engineer or consultant.