Product Marketing for Technology Companies

1st Edition

Authors: Mark Butje
Paperback ISBN: 9780750659949
Imprint: Butterworth-Heinemann
Published Date: 5th March 2005
Page Count: 208


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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 others

thereby 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.

Key Features

  • Features the proven methodology for positioning and strategy development used by Brodeur Marketing
  • Contains ready-to-use examples and templates that can be easily applied by the product manager
  • Written specifically for Product Marketing Managers in the Information, Communication, and Technology industry, thereby focusing on the specific needs of the market


Product managers/marketing managers for Information, Communication and Technology companies; marketing consultants; marketing trainers; students on technology courses.

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


No. of pages:
© Butterworth-Heinemann 2005
Paperback ISBN:

About the Author

Mark Butje

Mark Butje has over 20 years of experience working in the IT and Telecommunications industry in various areas: from software and database design to training, product marketing and marketing management and from marketing strategy development to day-to-day implementation. Born in the Netherlands, Mark currently lives in Venice, California, and is an independent entrepreneur and marketing consultant. Previous to his move to the Los Angeles area, he was senior advisor and marketing director with Brodeur Marketing Europe, a highly successful consultancy firm specializing in strategic marketing for companies in the ICT sector. Before joining Brodeur Marketing in June 2001 as, Mark was Vice President of Marketing at RING!, a software company creating Voice processing software for Telecom companies and call centers. Mark introduced Telecom services for Castel (now called Essent Kabelcom), one of the largest cable companies in the Netherlands. From 1986 to 1995 Mark was product marketing manager for Wang (3 years) and Apple (6 years). Mark started his career in 1981 as software architect and trainer with his own company I.A.P.

Affiliations and Expertise

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.