Customer Reviews

Techno-Ready Marketing : How and Why Your Customers Adopt Technology

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Every once in a while a book comes along that not only sets a new standard of excellence in its field, it actually adds a new dimension to the field itself. The outcome of years of technical research and of knowledge derived from actual hands-on ventures, "Techno-Ready Marketing" sets the pace for the marketing of technical products in the 21st century and beyond.

Colby and Parasuraman intrigue the reader with the various levels of technologically ready personalities ranging from the ever-curious "Pioneer" to the overly cautious "Laggard". The authors then go on to show how, once a target market is identified, guidelines can be established and followed to make the release of new technologies successful.

"Techno-Ready Marketing" will be remembered for generations to come as the book that opened the door to the dynamic concept of Technology Readiness. Future generations will read this book in awe of the foresight and keen perception of the authors. There is little doubt that "Techno-Read Marketing" will retain its position as one of the foremost works of its kind.

Techno-Ready Marketing provides the kind of common sense approach necessary for business managers to be prepared to make the tough decisions about their technology needs. I found TRM's method of analysis to be both an understanding and insightful recipe for success. Too often technical solutions are presented without knowing all there is to know about the customer's ability to accept a technology solution. TRM's approach goes a long way toward gaining the customers understanding, acceptance, and satisfaction.

As one of the principal owners and business developers in the company, I am always looking for new ways to gage the customer's readiness to receive our solutions. Along with the many variables involved in the sales and marketing cycle, not the least of which is the acute need to quickly determine a prospects dominate buying motive, today's fast pace and evolving technological world makes assessing the technology readiness of a prospect more challenging than ever. This book has armed me with the means to make those assessments both quickly and accurately. That's the kind of edge every technology-marketing professional can use. I look forward to the 2nd edition.

Excellent insight into the critical issues around understanding customers and how to create and market products and services that will actually sell. The book goes through a very thorough model on how to break down customer's technology readiness and how to go about using the results to develop and enhance a company's services.

After working with a number of corporations on business and technology strategies we have seen a number of companies invest millions of dollars in technology only to find that their customer do not use it. It is great to see a book that addresses the need and lays down a process for companies to understand the technology readiness of thier customers, allowing them to understand the potential uptake of new tools within their target markets. Great work and a must read for everyone with a role in marketing or technology strategy in corporations.

If you want to sell technology, you must understand how and why your customers adopt technology and how they view the experience of getting to know a new tech product. Authors A. Parasuraman and Charles L. Colby provide an invaluable framework for assessing these characteristics of your customer base, along with voluminous data about U.S. national attitudes toward technology. Finally, they suggest specific marketing strategies that you can craft based on this customer data. We [...] recommend this innovative book as required reading for anyone in marketing or any technology-related field.

The book outlines a very insightful and actionable method of segmenting current and/or potential customers in terms of their attitudes toward technology. This book will be of interest to any firm introducing new technology products or services. It can also help guide the level of complexity one would build into an e-commerce or information-only web site based on how your current or potential customer base fall out into the various techno-ready segments outlined here. A must-read for e-marketers.

As an IT professional service provider it is easy to make assumptions about what the marketplace knows about the available technologies and their application. Better understanding some of the customer dynamics going into a marketing engagement can clearly improved your efficiency in getting buy-in. We have embraced aspects of Parasuramans and Colbys approach. As a firm with a concentration in sophisticated web applications development, this has improved our customer contact efficiencies before, during, and after the sale.

I am an e-business marketing professor who has additional university responsibilities assisting companies with their e-business strategies. I found Techno-Ready Marketing: How and Why Your Customers Adopt Technology to be an excellent resource for translating the existing marketing models into the technology-oriented marketplace. The four principles of successful techno-ready marketing are insightful and applicable to the challenges that companies currently face in the technology-oriented markets.

The authors do an excellent job of appealing to both the academic scholars as well as the cutting-edge executives of any company (regardless of their industry). Through an understanding of the concepts presented in this text, companies have a roadmap for how to measure and then implement their marketing strategies based upon their customers' technology readiness. My colleague and I have used this text with a variety of executives and their feedback is as favorable as mine.

From a teaching perspective, this text bridges the traditional services marketing models by translating the concepts into a technology-oriented model that is very timely and valuable to students majoring in any discipline that is focused on technology and its impact (communications, marketing, MIS, management, organizational behavior, finance, psychology, etc.).

I am very appreciative for their contribution.

This book does indeed explain how and why people adopt technology. The authors show that most people have mixed feelings about technology - positive attitudes such as optimism and innovativeness but also negative ones such as discomfort and insecurity. What I find so compelling about this book is that, after 20 years of working in technology and marketing, it does the best job I have seen of explaining my own reaction to technology. Furthermore, the work is based on sound research, rather than a convenient selction of anecdotes. I think it's a must-read for anyone marketing or developing technology. Followers of Rogers will recognize this as the next step in the evolution of adoption and diffusion research.

thanks for amazon that deliver me the right item but not in the right time cause it took about a month and a week to recieve the book. anyway the book is used but it is really in a good condition. thanks again and i am standing ready to request another book now.