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A. Parasuraman

Techno-Ready Marketing

How and Why Your Customers Adopt Technology

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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. In the context of a general set of powerful techno-marketing strategies, Parasuraman and Colby introduce Technology Readiness (TR)… Mehr

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Produktdetails


Weitere Autoren: Colby, Charles L.
  • ISBN: 978-1-4165-7663-1
  • EAN: 9781416576631
  • Produktnummer: 3368430
  • Verlag: Simon & Schuster N.Y.
  • Sprache: Englisch
  • Erscheinungsjahr: 2007
  • Seitenangabe: 240 S.
  • Ausstattung: Trade Paperback
  • Masse: H21.6 cm x B14.0 cm x D1.5 cm 329 g
  • Gewicht: 329

Über den Autor


A. Parasuraman is the James W. McLamore Professor of Marketing at the University of Miami. His expertise is in the areas of service-quality measurement and improvement and the role of technology in marketing. He consults to major corporations and is the coauthor of Delivering Quality Service and Services Marketing, both published by The Free Press.

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