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9780470748404

Marketing Technology as a Service Proven Techniques that Create Value

by ;
  • ISBN13:

    9780470748404

  • ISBN10:

    0470748400

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2010-05-24
  • Publisher: Wiley
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Summary

Written by two marketers with long experience of these services, this book explores the developing expertise of leaders in this field. With an explorative and sometimes sceptical tone, it weaves sound academic research, developing concepts and fascinating case studies into a profound and challenging picture of a group of companies undergoing remarkable change. It demonstrates that the best are not only putting in place the essential basics of good service marketing; they are also developing organisational expertise and harnessing innovative, creative insight to offer attractive, profitable, and branded services to their customers."I really enjoyed the book From Products to Servicesby Mr Laurie Young. Encouraged by it, Haier accelerated its changeover from a traditional product-driven to a more customer-centric company. This new book Marketing Technology as a Service is another major contribution to technology companies for the cultivation of service needs worldwide."Mr Zhang Ruimin, CEO and Chairman, Haier Group, Beijing"Young and Burgess describe a shift in mindset and pragmatic techniques that are quite doable."Rae Sedel, Managing Director, Global Technology Practice, Russell Reynolds Associates"This book provides practical and insightful advice on how to use services to turn technology into value add solutions for real people."Rudy Provoost, CEO, Philips Lighting"Business leaders in India have been remarkably successful at offering technology based services like outsourcing across the world. Current $60 billion, India's outsourcing business is targeted to grow to $300 billion in the next ten years. In order to achieve these objectives, the Indian business community has to offer new value propositions and adapt to new trends that impact the outsourcing world, like cloud computing. Burgess and Young have put together the first comprehensive and practical guide for business leaders to meet their challenges of exponential growth."Dr Mukesh Aghi, Chairman and CEO, Steria (India)

Author Biography

Laurie (Laurence) Young is a business man who likes to write. During his line career he held senior positions at BT, Unisys and PricewaterhouseCoopers. He also founded, built and sold a company. Yet, as his education includes a postgraduate business diploma and an MBA, his writing combines practical experience with sound business thinking. He has extensive experience of the marketing of technology companies having, in addition to his line jobs, advised companies like: Ericsson, Motorola, Energis, Hitachi Data Systems, Cable & Wireless, Datex Engstrom, Philips and Nokia. This is his sixth book.
Bev Burgess has spent twenty years in technology companies, specialising in services marketing in roles at British Gas, Epson and Fujitsu and through postgraduate study. She has also built a service business. As MD of the IT Services Marketing Association in Europe, Bev created the European programme of research, publications and events, and headed the company's learning and advisory activities in the region. She personally supported companies like Atos Origin, BT, CSC, EDS, HP Microsoft, Orange, Steria and Xerox. Today, Bev continues to help companies like these to focus on their best opportunities for growth and take creative, competitive value propositions to market.

Table of Contents

Forewordp. xi
Technology Companies, Services and Networksp. 1
Introductionp. 1
The growth of the service sectorp. 1
The different types of servicep. 4
Services in technology or engineering sectors: A neglected category?p. 6
Engineering and servicep. 6
Common characteristics and issues among service businesses in technology sectorsp. 8
Is this really a distinct market or category?p. 19
Summaryp. 21
Marketing Servicesp. 23
Introductionp. 23
One more time: What is marketing?p. 23
Different manifestations of marketingp. 24
The evolution of marketing in an organisationp. 27
Marketing servicesp. 32
Marketing in technology sectorsp. 45
Summaryp. 46
Gaining Strategic Insight into Service Marketsp. 47
Introductionp. 47
Why market understanding is essentialp. 47
Important market dynamics to understandp. 48
Means of gaining an objective market perspectivep. 59
Opportunity analysisp. 64
Summaryp. 65
Internal Perspectives and their Strategic Impactp. 67
Introductionp. 67
Strategic contextp. 67
Strategic intent: The need for clarity of purposep. 68
Methods of determining strategic focusp. 77
Brand equity as a source of strategic advantagep. 84
Customer equityp. 85
Portfolio strategyp. 85
'Go to market' capabilityp. 86
How does the company develop strategy?p. 87
Summaryp. 88
Creating and Positioning a Service Brandp. 89
Introductionp. 89
What brands are and the effect they havep. 89
The basics of brand strategyp. 91
Corporate branding: The brand strategy for service companiesp. 100
Practicalities: How to create a brand where none existsp. 104
Practicalities: Repositioning and brand extension strategies as a means of entering service marketsp. 107
A note on political will and leadership visionp. 113
Summaryp. 113
Innovation and New Service Designp. 115
Introductionp. 115
Service visionp. 115
Common mistakes in service designp. 117
The role of innovation and service developmentp. 120
Innovation in service businessesp. 122
Value propositionsp. 133
Differentiation and how to achieve itp. 139
Categorisation and its implications for new service designp. 140
Practicalitiesp. 142
Summaryp. 145
Selling Servicesp. 147
Introductionp. 147
How people buyp. 147
The sales strategies of technological service companiesp. 152
Creating a 'service' sales forcep. 158
Generic sales structures applicable to servicesp. 161
The practicalities: Managing the sales processp. 164
Summaryp. 170
Marketing and Selling Services to Major Customersp. 171
Introductionp. 171
Prioritising customer accountsp. 171
Major customer sales strategies: Account managementp. 173
Partnership selling: Major account management in consultanciesp. 178
Cultural variations and their effect on account managementp. 180
Account planningp. 181
Service quality for major accountsp. 192
Summaryp. 193
Communicating with Service Marketsp. 195
Introductionp. 195
Effective communications strategyp. 195
Aspects of communications strategyp. 197
Communications techniques particularly important to service companiesp. 203
Managing the creative executionp. 209
Media planningp. 210
Practicalities and management basicsp. 216
Communications during a crisisp. 221
Summaryp. 222
Service Qualityp. 223
Introductionp. 223
The importance of service qualityp. 223
Service quality and customer care: A recent historyp. 224
Terminology and perceived wisdomp. 226
Analysisp. 235
Service strategyp. 239
Planning service qualityp. 240
Service recoveryp. 242
Satisfaction measurementp. 246
Summaryp. 247
Service on the World Stagep. 249
Introductionp. 249
The challenge of working across bordersp. 249
International strategic considerationsp. 250
International market analysis and perspectivep. 257
International brand strategyp. 258
International marketing communication issuesp. 259
International sales and account management strategyp. 260
International service designp. 260
Different international strategic choicesp. 261
Summaryp. 263
Appendix: Marketing Tools and Techniquesp. 265
Referencesp. 307
Indexp. 311
Table of Contents provided by Ingram. All Rights Reserved.

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