Titlebook: How to Market Computers and Information Technology; Hamish E. Macarthur,Merlin Stone Book 1994 Palgrave Macmillan, a division of Macmillan

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https://doi.org/10.1007/978-1-349-13402-1communication; controlling; database; Database Marketing; Distribution; Information Technology (IT); marke

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Strategic Overview,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:

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Distribution Channels,A distribution channel is the mechanism by which a product or service is made available to the customer. It can be defined institutionally (dealers, retailers) or as a set of tasks. A channel consists of two processes:

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Selling and Account Management,This chapter is addressed to sales staff and their managers. It covers seven areas:

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New Product Marketing Strategies,This chapter covers the development of new product marketing policy, setting out the options available and suggesting criteria for choosing between them.

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Database Marketing,There is no universally accepted definition of database marketing. In this book, we use the following definition:

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Marketing Objectives and Plans,In this chapter, we examine how objectives, strategies and the marketing mix are put together in a marketing plan. We define a marketing plan as: