| Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] (Technical Communication) | ![Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] (Technical Communication)](http://ecx.images-amazon.com/images/I/51T80QTAPYL._SL160_.jpg)
 enlarge | Authors: Sandra Harner, Tom Zimmerman, Sam Dragga
Publisher: Longman
Category: Book
Buy New: $236.44
Buy New/Used from $155.95
Avg. Customer Rating:   (2 reviews)
Sales Rank: 394425
Languages: English (Original Language), English (Unknown), English (Published)
Media: Paperback
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 0.8
Dimensions (in): 9.2 x 7.1 x 0.5
ISBN: 0205324444
Dewey Decimal Number: 658.804
EAN: 9780205324446
ASIN: 0205324444
Publication Date: December 22, 2001
Availability: Usually ships in 1-2 business days
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Product Description
This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.
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| Customer Reviews:
 A useful overview of technical marketing March 12, 2006
This book describes the overall marketing communication function in a technology company. In particular, Chapter 11 presents a useful discussion of marcom planning, strategies, and tactics.
If you are a college student or new to technology marketing, this book will be a good introduction to principles and practices.
 This book Rocks! October 26, 2004
3 out of 7 found this review helpful
Never before has a book on Technical Marketing opened my eyes like this! This book is a must for every person in the Tech Marketing field!
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