Normal Price: $34.51
Your Price: $31.06 AUD, inc. GST
Shipping: $7.95 per order
You Save: $3.45! (10% off normal price)
Plus...earn $1.55 in Boomerang Bucks
Availability: Available, ships in 8-11 days
Techno-Ready Marketing by A. Parasuraman
Book DescriptionConventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce "Technology Readiness" (TR), a groundbreaking concept that enables you to measure and assess a customer's predisposition to adopt new technologies. Employing their TR construct -- a psychological amalgam of fears, hopes, desires, and frustrations about technology -- the authors identify five types of technology customers: the highly optimistic and innovative "Explorers," the innovative yet cautious "Pioneers," the uncertain "Skeptics" who need the benefits of technology proved, the insecure "Paranoids," and the resistant "Laggards." Using this typology, you can customize your technology strategies by combining insights from your context-specific assessments with general marketing strategies presented in the book. Essential reading in technology companies will be the chapter devoted to Parasuraman's Pyramid Model, which explains the critical role technology plays in a marketing organization as a link between employees, the organization, and the customer. Finally, the authors have included a self-administered quiz so you can score your own Technology Readiness and a chapter on the "Techno-Ready Marketing Audit" to provide a framework for taking immediate action based on the precepts in this book.
Buy Techno-Ready Marketing book by A. Parasuraman from Australia's Online Bookstore, Boomerang Books.
Book DetailsISBN: 9781416576631
(215mm x 139mm x 15mm)
Imprint: The Free Press
Publisher: Simon & Schuster
Publish Date: 11-Sep-2007
Country of Publication: United States
» Have you read this book? We'd like to know what you think about it - write a review about Techno-Ready Marketing book by A. Parasuraman and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)
Author Biography - A. Parasuraman
A. Parasuraman is the James W. McLamore Professor of Marketing at the University of Miami. His expertise is in the areas of service-quality measurement and improvement and the role of technology in marketing. He consults to major corporations and is the coauthor of Delivering Quality Service and Services Marketing, both published by The Free Press.
Phone: 1300 36 33 32 (9am-5pm Mon-Fri AEST) - International: +61 2 9960 7998 - Online Form
Address: Boomerang Books, 878 Military Road, Mosman Junction, NSW, 2088
© 2003-2016. All Rights Reserved. Eclipse Commerce Pty Ltd - ACN: 122 110 687 - ABN: 49 122 110 687