Strategic Overview

Hamish E. Macarthur and Merlin Stone

Chapter Chapter 2 in How to Market Computers and Information Technology, 1994, pp 13-28 from Palgrave Macmillan

Abstract: Abstract In this and the following chapter, we develop a strategic overview of the development of the computing and information services markets. Success in marketing systems and services depends on understanding: The direction in which the market is going, both users and suppliers How this direction can be influenced The key requirements for success in a market place which is starting to show clear signs of maturity. These success factors include: Understanding the investment required for market development Establishing account control and monitoring this, to ensure that the systems and services provided by the supplier effectively commits the customer to remaining with him The ability to manage long and short sales cycles while extending marketing techniques from a direct sales force, using direct marketing techniques, harnessing distributors and dealers and developing mail order

Keywords: Application Programme Interface; Development Tool; Software Vendor; Hardware Vendor; European Airline (search for similar items in EconPapers)
Date: 1994
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-349-13402-1_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9781349134021

DOI: 10.1007/978-1-349-13402-1_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().