Technical Marketing Techniques

Technical Marketing is a novel concept, recently defined and elaborated by the authors of this book, with business-to-business companies competing in fast developing technical product sectors in mind. It marks a departure from traditional economic derivations of marketing and consumer marketing techniques, where until now business-to-business marketing has merely adopted the ideas that evolved from the consumer world. Now, marketing of technical products and services has been completely re-thought for todays technology based enterprises. At the beginning of a new millennium, new challenges of global trading and the growing business use of the Internet and e-commerce, offer both new opportunities and new threats. The winners and losers of the 21st century could be determined by who succeeds in marketing to a better informed, individualistic and ever more demanding global audience. The advent of Technical Marketing has arrived fortuitously to provide the tools to meet these challenges the concepts and practical advice set out in this book should be required reading for anyone concerned with business-to-business marketing of technical products.