Descripciones mejoradas de Syndetics:

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.

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• List of figures
• Part I The Role of Marketing
• What is marketing? A way of thinking about business
• Why do people buy? Value as perceived by the customer
• What is involved in becoming market-led? Setting our sights high
• To whom are we selling? Market definition, segmentation and targeting
• Who are our competitors? Competitive analysis and tactics
• How do we set prices? An under-exploited management opportunity
• Part II The Role of Marketing Communication
• How do we communicate? Principles of communication
• How do we sell? Personal communication
• How do we use impersonal communications? Literature, proposals, web sites, letters, mailshots, e-mail, telephone, exhibitions, advertising, public relations
• Part III The Role of Business Development
• What does the market want? Market research, marketing research
• How do we achieve profitable innovation? Market-led innovation
• How do we manage the future? Market-based business planning
• Index