Introduction to information technology marketing

• Autorzy: Jacek Unold
• Języki publikacji: EN

Abstrakty

EN

The marketing of technology-based products and services is by and large being guided by traditional principles that may not be as effective for high-tech offerings as they are for their low-tech counterparts. And it appears that conventional techniques for marketing technology products fail. The primary reason is inadequate understanding of customers' attitudes toward technology and important variations of in those attitudes across different customer segments. Companies relying solely on conventional approaches to market technology- based offerrings can fall prey to costly pitfalls. Do the marketers know what customers really think about the new technology? There is a virtual vacuum of sound, research-based guidelines for effectively marketing innovations and leveraging technology to strengthen relationships with customers. This article introduces the concepts of IT Marketing (information technology marketing) and IT Acceptance Rate among consumers. This area has not been sufficiently explored yet, and, indeed, there are very few works on the subject of "technology readiness" in marketing. We introduce the term IT Marketing to capture the concepts critical for successfully marketing innovative products and services that are technology-intensive. It is the process of creating and developing markets by deploying innovative technologies. In other words, it is the science and practice of marketing products and services that are innovative and technology-intensive. (fragment of text)

Słowa kluczowe

EN

e-marketing; Internet technologies; Marketing; Marketing innovations

PL

Marketing internetowy; Technologie internetowe; Marketing; Innowacje marketingowe

• Czasopismo: Prace Naukowe / Akademia Ekonomiczna w Katowicach
• Rocznik: 2005
• Tom: Systemy wspomagania organizacji SWO'2005
• Strony: 134--142

Twórcy

autor

Jacek Unold

• Akademia Ekonomiczna we Wrocławiu

Bibliografia

• D. Mick and S. Fournier : Paradoxes of Technology: Consumer Cognizance, Emotions, and Coping Strategies. Marketing Science Institute monograph, Report No 98-112, 1998
• Parasuraman A. (2000): Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies. Journal of Service Research, May
• Parasuraman A., Colby C.L.: Techno-Ready Marketing. The Free Press. New York, 2001
• The National Technology Readiness Survey, Research Report (2005): http://old-www.rhsmith.umd.edu/ntrs2002/NTRS-2002.doc ; accessed May 5, 2005
• Unold J. : Systemy informacyjne marketingu. AE Wroclaw, 2001