This book will be a unique resource to improve marketing effectiveness in the technical services sector. It will combine state-of-the-art service marketing techniques with good academic theory and, as such, will be unique in its field.
The book will be divided into four sections. The proposed content of the book is as follows:
An introduction to the technical services sector including an expose of the unique dynamics founded on technical networks, and why traditional marketing is not immediately relevant to technical service.
Section I: The key elements of market-based strategy; how to gain market perspective; customer segmentation; brand strategy; competitive strategies; channel strategy and market access; international strategies.
Section II: The role and organization of marketing in technical service businesses; sales; marketing and selling to major customers; innovation; communicating with markets; the significance of service quality to marketing effectiveness.
Section III: The Marketers TOOLKIT: A detailed one page summary of each of the different marketing tools featured within the first two sections of the book examining techniques and strengths and weaknesses of each one and when it should be used.
Section IV: A how to section referencing the processes and approaches involved in marketing including how to: segment; choose agencies; create a marketing plan; create a major account plan; and manage new product development
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, Phillips 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.