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