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- catalog abstract ""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, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services."--Jacket.".
- catalog contributor b12047796.
- catalog contributor b12047797.
- catalog created "c2001.".
- catalog date "2001".
- catalog date "c2001.".
- catalog dateCopyrighted "c2001.".
- catalog description ""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, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services."--Jacket.".
- catalog description "Ch. 1. The Craft of Techno-Ready Marketing -- Ch. 2. Technology Readiness -- Ch. 3. The Technology Readiness Index (TRI) -- Ch. 4. The Five Types of Technology Customers -- Ch. 5. A Closer Look at Technology Customers -- Ch. 6. The Pyramid Model of Marketing -- Ch. 7. Acquiring Technology Customers -- Ch. 8. Satisfying the Technology Customer -- Ch. 9. The Techno-Ready Marketing Audit -- Ch. 10. The Techno-Ready Society.".
- catalog description "Includes bibliographical references (p. [203]-209) and index.".
- catalog extent "xiv, 224 p. :".
- catalog identifier "0684864940 (alk. paper)".
- catalog issued "2001".
- catalog issued "c2001.".
- catalog language "eng".
- catalog publisher "New York : Free Press,".
- catalog subject "658.8 21".
- catalog subject "HD45 .P327 2001".
- catalog subject "Technological innovations Management.".
- catalog subject "Technological innovations Marketing.".
- catalog tableOfContents "Ch. 1. The Craft of Techno-Ready Marketing -- Ch. 2. Technology Readiness -- Ch. 3. The Technology Readiness Index (TRI) -- Ch. 4. The Five Types of Technology Customers -- Ch. 5. A Closer Look at Technology Customers -- Ch. 6. The Pyramid Model of Marketing -- Ch. 7. Acquiring Technology Customers -- Ch. 8. Satisfying the Technology Customer -- Ch. 9. The Techno-Ready Marketing Audit -- Ch. 10. The Techno-Ready Society.".
- catalog title "Techno-ready marketing : how and why your customers adopt technology / A. Parasuraman and Charles L. Colby.".
- catalog type "text".