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

Parasuraman, A.; Colby, Charles L.

Hardcover

ISBN 10: 0684864940 ISBN 13: 9780684864945

Publisher: Free Press, 2001

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.

About this title

Review:

A. Parasuraman and Charles L. Colby write at the start of Techno-Ready Marketing that "Rapid advances in current technologies and the accelerating emergence of new ones are flooding the marketplace with innovative products and services." But despite this onslaught and the importance that the companies involved have placed upon it, they continue, the marketing of related products and services "is by and large being guided by traditional principles that may not be as effective for high-tech companies as they are for their low-tech counterparts." After four years of research into ways this might be more effectively accomplished, the two developed the concept of Technology Readiness to measure how customers will likely react to such innovations and provide insight that corporations can use to subsequently practice the "techno-ready marketing" necessary to capture the public's attention. Parasuraman, the University of Miami's James W. McLamore Professor of Marketing, and Colby, president of a market research and consulting firm that specialises in technology, present a scholarly discussion of the process followed by a section on its practical utilisation that is filled with useful case studies from both historical and con temporary operations. They also include a self-administering Marketing Audit to help readers assess their current corporate status and adjust strategies accordingly. --Howard Rothman

Review:

Roland T. Rust Director, Center for E-Service, University of Maryland An insightful analysis of why people resist technology, what managers can do about it, and how technology marketers can reach them. Required reading for high-tech and e-commerce executives.

About this edition

• Publisher: Free Press
• Publication date: 2001
• ISBN 10: 0684864940
• ISBN 13: 9780684864945
• Binding: Hardcover
• Number of pages: 236