Techno-Ready Marketing: How and Why Your Customers Adopt Technology

by A. Parasuraman, Charles L. Colby, Charles Colby

Book Overview

Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now,... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0684864940
• ISBN13: 9780684864945
• Release Date: April 2001
• Publisher: Free Press
• Length: 224 Pages
• Weight: 0.89 lbs.
• Dimensions: 0.9" x 6.0" x 8.7"

Customer Reviews

One of the Best Works of Its Kind

Every once in a while a book comes along that not only sets a new standard of excellence in its field, it actually adds a new dimension to the field itself. The outcome of years of technical research and of knowledge derived from actual hands-on ventures, "Techno-Ready Marketing" sets the pace for the marketing of technical products in the 21st century and beyond.Colby and Parasuraman intrigue the reader with the various levels of technologically ready personalities ranging from the ever-curious "Pioneer" to the overly cautious "Laggard". The authors then go on to show how, once a target market is identified, guidelines can be established and followed to make the release of new technologies successful."Techno-Ready Marketing" will be remembered for generations to come as the book that opened the door to the dynamic concept of Technology Readiness. Future generations will read this book in awe of the foresight and keen perception of the authors. There is little doubt that "Techno-Read Marketing" will retain its position as one of the foremost works of its kind.

Chief Operating Officer

Techno-Ready Marketing provides the kind of common sense approach necessary for business managers to be prepared to make the tough decisions about their technology needs. I found TRM's method of analysis to be both an understanding and insightful recipe for success. Too often technical solutions are presented without knowing all there is to know about the customer's ability to accept a technology solution. TRM's approach goes a long way toward gaining the customers understanding, acceptance, and satisfaction.As one of the principal owners and business developers in the company, I am always looking for new ways to gage the customer's readiness to receive our solutions. Along with the many variables involved in the sales and marketing cycle, not the least of which is the acute need to quickly determine a prospects dominate buying motive, today's fast pace and evolving technological world makes assessing the technology readiness of a prospect more challenging than ever. This book has armed me with the means to make those assessments both quickly and accurately. That's the kind of edge every technology-marketing professional can use. I look forward to the 2nd edition.

A must read for any business with an online presence

Excellent insight into the critical issues around understanding customers and how to create and market products and services that will actually sell. The book goes through a very thorough model on how to break down customer's technology readiness and how to go about using the results to develop and enhance a company's services.

Great insight for all corporate technology strategists

After working with a number of corporations on business and technology strategies we have seen a number of companies invest millions of dollars in technology only to find that their customer do not use it. It is great to see a book that addresses the need and lays down a process for companies to understand the technology readiness of thier customers, allowing them to understand the potential uptake of new tools within their target markets. Great work and a must read for everyone with a role in marketing or technology strategy in corporations.