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Synopsis
Rapid advances in technology are having a profound impact on the marketplace. And the technology is transforming company-customer interactions. This text introduces an innovative framework for measuring how receptive customers are to adopting state-of-the-art products and services. This allows managers to customize and tailor technology and technology-based products to different "techno-ready" market segments. The authors classify consumers as "explorers," "pioneers," "skeptics" and "laggards" to help managers use technology to enhance customer relations.
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About the Author
A. Parasuraman is the James W. McLamore Professor of Marketing at the University of Miami. In collaboration with Leonard L. Berry he developed the 'Serv-Qual' model which is the basis for their bestselling book, Delivering Quality Service. L. Colby is president of Rockbridge Associates, Inc., a market research and consulting firm specialising in technology issues. His consulting clients include many Fortune 500 companies.
"About this title" may belong to another edition of this title.
- PublisherFree Press
- Publication date2001
- ISBN 10 0684864940
- ISBN 13 9780684864945
- BindingHardcover
- LanguageEnglish
- Number of pages236
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Techno-Ready Marketing : How and Why Your Customers Adopt Technology
Published by
Free Press, 2001
ISBN 10: 0684864940
ISBN 13: 9780684864945
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Techno-Ready Marketing : How and Why Your Customers Adopt Technology
Published by
Free Press, 2001
ISBN 10: 0684864940
ISBN 13: 9780684864945
Used
Hardcover
First Edition
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