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دانلود کتاب Marketing of Information Technology
دانلود کتاب بازاریابی فناوری اطلاعات
مشخصات کتاب
Marketing of Information Technology
ویرایش:
نویسندگان: K Venkatesh
سری:
ISBN (شابک) : 0070248729, 9780070248724
ناشر: McGraw-Hill Education / India
سال نشر: 2012
تعداد صفحات: 167
زبان: English
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود)
حجم فایل: 3 مگابایت
قیمت کتاب (تومان) : 36,000
در صورت تبدیل فایل کتاب Marketing of Information Technology به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب بازاریابی فناوری اطلاعات نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
توضیحاتی در مورد کتاب بازاریابی فناوری اطلاعات
موفقیت یک محصول یا خدمات به همان اندازه به بازاریابی آن بستگی دارد. و بازاریابی موفق مبتنی بر رویکرد علمی به کل چرخه فناوری، نوآوری و دانش حوزه پرسنل بازاریابی است. از آنجایی که صنعت فناوری اطلاعات سریعتر از هر صنعت دیگری تغییر می کند، فروشندگان و بازاریابان باید با آخرین روند توسعه فناوری و ابزارهای جدیدتر ارائه خدمات فناوری اطلاعات همراه باشند. هدف این کتاب ارائه‌ی دانش بازاریابی فناوری اطلاعات است. با اتخاذ یک رویکرد عملی و زبان عاری از اصطلاحات، توضیح می‌دهد که چگونه می‌توان یک ابزار فناوری اطلاعات را در هر مرحله متمرکز کرد - از مفهومی گرفته تا پشتیبانی پس از فروش - و در نتیجه احتمال موفقیت آن در بازار را بهبود بخشید. بازاریابی فناوری اطلاعات شامل موارد زیر است: مقدمه ای بر ابزار اولیه فناوری اطلاعات - مفاهیم، محصولات، خدمات و حقوق مالکیت معنوی. هزینه و قیمت کالاهای فناوری اطلاعات و کالاهای \"رایگان و باز\". الزامات بازاریابی جهانی سازی فناوری اطلاعات، بازاریابی فنی، نام تجاری، راه اندازی و پشتیبانی فنی. سناریو و بازاریابی بازار فناوری اطلاعات هند این کتاب به عنوان یک راهنمای حرفه ای برای مدیران، تصمیم گیرندگان و بازاریابان در شرکت های فناوری اطلاعات و دانشجویانی که مایل به تخصص در بازاریابی فناوری اطلاعات هستند، خدمت می کند.
توضیحاتی درمورد کتاب به خارجی
The success of a product or service depends as much on its marketing as its make. And successful marketing rests on a scientific approach to the entire technology cycle, innovation, and domain knowledge of the marketing personnel. Since information technology industry changes faster than any other industry, vendors and marketers need to stay abreast of the latest trends in technological development and newer means of delivering IT services. A distilled account of the author's first-hand experience with IT, this book aims to provide the knowledge of marketing of IT. Adopting a practical approach and jargon-free language, it explains how an IT ware can be made market-focused at every stage--from concept to post-sales support--thereby improving the probability of its success in the market. Marketing of Information Technology covers: Introduction to the primary ware of IT- concepts, products, services and intellectual property rights. Cost and pricing of IT wares, and "free and open" wares. Requirements for marketing of IT-globalization, technical marketing, branding, launching, and technical support. Indian IT market scenario and marketing This book will serve as a professional guide for managers, decision-makers and marketers in IT companies and students aspiring to specialize in marketing of IT.
فهرست مطالب
PART I: Marketing of Information Technology 1. Introduction to Marketing of Information Technology Why should one understand IT Market, or Marketing ofIT? IT Market How is Marketing ofIT Changing? What About IT Products? So Then, What About IT Services? And the Cost the Buyer Incurs? Are Only IT Products and Services Marketed? How do I Price IP, IT Product or IT Service? Can I Market Same IT Wares Everywhere? Talking of Going Local, What About India? How to Market IT Wares Here? Can Any Vendor Sen IT Easily? How Does Vendor Launch IT Offering in the Market? How to Maintain the Buyers\' Trust? What About Branding IT Wares? The Pre-requisites . Notes Questions 2. Classification of Information Technology Products Market Technology Impact ofIT Classification ofIT Prodncts Market Characteristics of Hardware Market Characteristics of Software Market Characteristics of Device Market What is Happening in Hardware Space? What is Happening in Software Space? What is Happening in Telecommunication Space? Questions 3. Classification of Information Technology Services Market Characteristics of IT Services Types ofIT Services Vendor Requirements for IT Consulting Vendor Requirements for Offering SoftwareIHardware Services Service Vendor Differentiators Issues with Buyers Issues with Vendors Typical IT Service Engagement Issues in Sales ofIT Services Notes Questions 4. Information Technology Intellectual Property Market What is IP Marketing? Licensing ofIP What are the Requirements for any Organization to Develop Marketable IP? What are the Cost Drivers ofIP Marketing? Organizational Skills for IP Marketing Challenges in Marketing IP Companies that Can be Target Buyers for IP What Gains are Obtained from Marketing ofIP? Who Sells IP? Do IPs Help in IT Services Marketing? Notes Questions PART II: Financial Aspects of Information Technology Marketing 5. Total Cost of Information Technology Ownership Exit Costs ofIT Dilemma While Retiring Old IT Deployment Costs of New IT Opportunity Costs of New IT Deployment Maintenance Costs of New IT Opportunity Costs of New IT Management Upgrade Costs ofIT Opportunity Costs ofiT Upgrades What Actnally Happens? Questions 6. Pricing, of Information Technology Products and Services Pre-sales Factors Post-sales Factors Software Hardware Pricing Peculiarities ofIT Pricing Issues with IT Pricing Impact of Piracy Pricing Postnlates of Markets Questions 7. Free Software -What is this Freedom? Unfinished Software Products Time-bound Software Products Component-Based Free Software Variant-Based Free Software Architectnre-Based Free Software Usage-Based Free Software User Type-Based Free Software Intellectnal Property Rights (IPR)-Based Free Software Open and Free Software Software for Societal Good Support Issues with Free Software Effects of Free Software on Vendors Effects of Free Software on Users And Finally Free IT Services Notes Questions PART III: Requirements for Marketing of Information Technology 8. Globalization of Information Technology Globalization Why Globalize IT Products and Services? Components of Globalization Impact of Ll On on Marketing and Sales Issues with G 11n Appendix Notes Questions 9. Branding of Information Technology Products and Services Branding in the IT Industry Branding of IT Products Branding ofIT Services Cost of Branding IT Products and Services Tools for IT Branding Internet as Branding Medium for IT Measuring the Strength ofIT Brands on the Web People as Brand Ambassadors Does Open Source Need Branding? Brand Collaborators Thumb Rules for IT Branding Notes Questions 10. Role of Technical Marketing in Information Technology Definition ofTM Business Division Structure Criteria for Pre-sales Support Responsibilities of TM Staff in Product Marketing Responsibilities of TM Staff in Services Marketing Other TM Activities Skills Required for TM Function J Tools Used in TM TM Stages in Marketing Cycle How do IT Vendors Benefit from TM Staff? Issues with TM Function Issues with TM Careers Benefits of TM Careers Notes Questions 11. Launching of Information Technology Products and Services Definition of IT Product Launch Characteristics of IT Product Launch Defmition of IT Service Launch Characteristics of IT Service Launch Comparison of IT Product and Service Launch Pre-requisites for IT Launch Re-launch of IT Products Pre-Launch activities Post-launch Activities Notes Questions 12. Role of Technical Support in Marketing of Information Technology Why \"Technical Support\"? Types of Manual Technical Support Types of Automated Technical Support Levels of Technical Support and Escalation Management .J Pricing of Technical Support Evaluation of Technical Support Personnel Technical Support and Public Relations Opportunities Arising from Technical Support Function 130 . Notes Questions PART IV: Geographical Aspects of Marketing of Information Technology 13. Information Technology in India - Market Scenario and Marketing Characteristics of Indian IT Market Hardware Market Scenario Software Market Scenario Devices Market Scenario Services Market Scenario Strengths of Indian IT Market Weaknesses ofindian IT Market Opportunities in Indian IT Market Threats to Indian IT Market IT Marketing Cycle Collaborators Country Entry Modes Appendix Notes Questions 14 Glossary
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