Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] - Softcover

Harner, Sandra; Zimmerman, Tom; Dragga Series Editor, Sam

Softcover

ISBN 10: 0205324444 ISBN 13: 9780205324446

Publisher: Pearson, 2001

Synopsis

Few marketing professionals, let alone graduating students, are prepared for the breakneck speed of technical marketing communications in today's Internet economy. This book provides that preparation.

The ease of publishing content to the Internet has challenged many basic communication principles.

Harner and Zimmerman's Technical Marketing Communication offers a conversational, easy-to-follow mix of fundamentals, planning tools, and real-life marketing examples. Harner and Zimmerman first clearly explain the role and responsibility of marketing communication in a technology-filled world. Then they progressively introduce the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. The text is filled with first-hand insights into the successes and failures of technical marketing communication in today's corporate world.

Corporate communication teams as well as students can immediately apply these concepts to their next technical marketing project.

Edition details

• Publisher: Pearson
• Publication date: 2001
• Language: English
• ISBN 10: 0205324444
• ISBN 13: 9780205324446
• Binding: Paperback
• Edition number: 1
• Number of pages: 256