Overview

Provides insights into the evolving role of ""service"" in high technology companies and shows managers how marketing performance can be improved by designing services that are in line with customer needs and expectations. The text provides analysis of the three critical success factors for high-technology service businesses and examines effective marketing strategies for both consumer and corporate markets. The aim of the text is that readers will discover how to understand the needs of high-technology customers; attract new clients and build customer loyalty; design and monitor top-quality services; organize and manage human resources for peak service performance; and develop effective competitive, pricing and distribution strategies.

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9780890066478

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Eric Viardot, Ph.D., is professor of marketing and management strategy at Group CERAM, France. He is the author of Successful Marketing Strategy for High-Tech Firms, also published by Artech House and now in its second edition.

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