Techno-ready marketing
Subtitle: how and why your customers adopt technology
By: A. Parasuraman and Charles L. Colby.
Contributors: Colby, Charles L., 1956-
Publisher: Free Press
Published: 2001
Place of publication: New York
Language: eng
Number of pages: 224
Subjects: Technological innovations -- Management; Technological innovations -- Marketing
Description: "Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A. Parasuraman and Charles L. Colby demonstrate how the adoption of technology is influenced by unique beliefs that do not apply to conventional products and services."--Jacket.
Notes: Includes bibliographical references and index.