High Technology Services
Published on 31. May 1999
Book
Hardback
198 pages
978-0-89006-647-8 (ISBN)
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Description
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.
More details
Edition
Unabridged edition
Language
English
Place of publication
Norwood
United States
Target group
College/higher education
Professional and scholarly
Edition type
Unabridged edition
ISBN-13
978-0-89006-647-8 (9780890066478)
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Schweitzer Classification
Person
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.
Content
Understanding the Nature of High Tech Services (HTS) -- What is a Service? The Essence of HTS-- Moving from the Physical World to the Virtual One. The Economics of High Tech Services. Placing Customers at the Center of High Technology Services -- The Customer Relationship Life Cycle. Identifying and Understanding Customers. Creating Customer Loyalty.