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Strategic Overview

In: How to Market Computers and Information Technology

Author

Listed:
  • Hamish E. Macarthur
  • Merlin Stone

Abstract

In this and the following chapter, we develop a strategic overview of the development of the computing and information services markets. Success in marketing systems and services depends on understanding: The direction in which the market is going, both users and suppliers How this direction can be influenced The key requirements for success in a market place which is starting to show clear signs of maturity. These success factors include: Understanding the investment required for market development Establishing account control and monitoring this, to ensure that the systems and services provided by the supplier effectively commits the customer to remaining with him The ability to manage long and short sales cycles while extending marketing techniques from a direct sales force, using direct marketing techniques, harnessing distributors and dealers and developing mail order

Suggested Citation

  • Hamish E. Macarthur & Merlin Stone, 1994. "Strategic Overview," Palgrave Macmillan Books, in: How to Market Computers and Information Technology, edition 0, chapter 0, pages 13-28, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13402-1_2
    DOI: 10.1007/978-1-349-13402-1_2
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