Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] [Paperback]

Sandra Harner (Author), Tom Zimmerman (Author), Sam Dragga (Author)

Book Description

ISBN-10: 0205324444 | ISBN-13: 978-0205324446 | Publication Date: December 22, 2001 | Edition: 1

This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.

Editorial Reviews

From the Back Cover

This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world. Then, on that foundation, the book progressively introduces the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. A first person scenario opens each chapter, giving readers a glimpse of real-world experiences as told by professionals in the field. A "Summing it Up" section at the end of every chapter provides a quick reference guide to the most important material covered in the chapter. An "Applying What You've Learned" section at the end of every chapter includes exercises and discussion starters. For those interested in expanding their skills in technical marketing communication.

Product Details

• Paperback: 256 pages
• Publisher: Longman; 1 edition (December 22, 2001)
• Language: English
• ISBN-10: 0205324444
• ISBN-13: 978-0205324446
• Product Dimensions: 9.2 x 7.1 x 0.5 inches
• Shipping Weight: 13.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #724,470 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4.0 out of 5 stars A useful overview of technical marketing, March 12, 2006

By 

Janice King "Author, "Copywriting That Se... (www.writinghightech.com) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] (Paperback)

This book describes the overall marketing communication function in a technology company. In particular, Chapter 11 presents a useful discussion of marcom planning, strategies, and tactics.

If you are a college student or new to technology marketing, this book will be a good introduction to principles and practices.

2 of 6 people found the following review helpful:

5.0 out of 5 stars This book Rocks!, October 26, 2004

By 

Jon Miller (Cedarville, Ohio) - See all my reviews

This review is from: Technical Marketing Communication [Part of the Allyn & Bacon Series in Technical Communication] (Paperback)

Never before has a book on Technical Marketing opened my eyes like this! This book is a must for every person in the Tech Marketing field!