Product Marketing for Technology Companies

Product Marketing for Technology Companies

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.
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

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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.

Inhaltsangabe

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