Product Marketing for Technology Companies


  • Mark Butje, An independent marketing consultant for the IT industry, and the founder and owner of "Los Amsterdam", a company providing consultancy and tools to help firms streamline their business processes.

The author compresses his twenty years of experience to take a step-by-step approach to the product life-cycle, and covers areas such as:* selecting target markets* creating a positioning statement* writing a financial paragraph* motivating othersthereby demonstrating how to act as a bridge between sales, development and finance.Successfully marketing products for technology companies requires the application of precision marketing techniques, and in this book the author teaches how to focus on the whole product and create real solutions that match the market needs.
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Product managers/marketing managers for Information, Communication and Technology companies; marketing consultants; marketing trainers; students on technology courses.


Book information

  • Published: March 2005
  • ISBN: 978-0-7506-5994-9

Table of Contents

Product Marketing for Technology Companies; The spider in the Web; The product life-cycle process; Mission statement for your product; Product positioning; The product adoption life-cycle; The product launch; Cost price calculations; Finance for non-financials; You and the sales force; You and the engineers; If the product is a service; Managing Product portfolio; Appendices