Technical Marketing Communication

ISBN-10: 0205324444

ISBN-13: 9780205324446

Edition: 2002

List price: $126.60
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Description:

This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.
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Book details

List price: $126.60
Copyright year: 2002
Publisher: Longman Publishing Group
Publication date: 12/12/2001
Binding: Paperback
Pages: 256
Size: 7.00" wide x 9.25" long x 0.50" tall
Weight: 0.836
Language: English

Foreword
Preface
Marketing Communication Concepts
Overview
Technology
Communication
Marketing
Technical Marketing Communication
The Technical Marketing Communication Life Cycle
Summing It Up
Applying What You've Learned
Needs Analysis
Overview
Needs Analysis Defined
The Needs Analysis Process
Stay Focused on the Goal
Summing It Up
Applying What You've Learned
Audience Analysis
Overview
Who's Your Audience?
How Can You Learn About Your Audience?
Leveraging Audience Information
Summing It Up
Applying What You've Learned
Strategy Development
Overview
Strategy Development
Technical Marketing Communication Strategies
Hitting the Maturity Curve
Strategic Drivers
Ethics and Compliance
Summing It Up
Applying What You've Learned
Internal and External Branding
Overview
What Is a Brand?
What Distinguishes a Brand?
How Do You Recognize a Brand?
Building Brand Recognition
When Do You Brand?
The Brand Cycle
Summing It Up
Applying What You've Learned
Enhancing and Applying Creativity
Overview
Creativity Defined
Origins of Creativity
Strategies for Enhancing Creativity
Knowing Where to Apply Creativity
Summing It Up
Applying What You've Learned
Print Media
Overview
Why Choose Print?
Brochures
Product Sheets
Newsletters
Print Advertisements
Postcards
Quick Reference Cards
Closing Reminders
Summing It Up
Applying What You've Learned
Electronic Media
Overview
The Nature of Online Media
Limitations of Physical Media
Defining Electronic Media
Marketing with Online Media
Online Media Audiences
Developing Content for Online Media
Online Media Tools and Options
CD-ROM Sharing
Audio Electronic Media
Electronic Visual Media
Using Outside Resources
Summing It Up
Applying What You've Learned
Personal Presentations and Events
Overview
When Personal Presentations Are Appropriate
Types of Personal Presentations
Preparing a Presentation
Drafting the Presentation
Choosing Presentation Delivery Tools
Timing Isn't Everything, but It Helps
Promoting an Event: Audience Prework and Expectation Setting
Delivering the Presentation
Presentation Follow-Up
Presentations and Event Coordination
Summing It Up
Applying What You've Learned
Trade Show Exhibitions and Giveaways
Overview
Strategy First--or Why Are We Doing This?
Authorizing a Budget
Selecting and Training Exhibit Staff Members
Creating a Show Plan
A Final Word About Trade Shows
Summing It Up
Applying What You've Learned
Aligning Tactics with Strategies: The Technical Marketing Communication Plan
Overview
What You Have Accomplished and What's Next
How Are You Going to Do That?
Phases of Tactical Communication
Tactical Lead Times and Sequencing
Tactical Plan for a New In-House Technology Rollout
The Cost of Successful Tactical Plans
Summing It Up
Applying What You've Learned
Looking Back in Order to Look Forward
Overview
What You Need to Know
Summing It Up
Applying What You've Learned
Index
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