Marketing of information technology: concepts products services and intellectual property rights Venatesh, K.

The success of a product or service depends as much on its marketing as its make. And successful marketing rests on a scientific approach to the entire technology cycle, innovation, and domain knowledge of the marketing personnel. Since information technology industry changes faster than any other industry, vendors and marketers need to stay abreast of the latest trends in technological development and newer means of delivering IT services. A distilled account of the author's first-hand experience with IT, this book aims to provide the knowledge of marketing of IT. Adopting a practical approach and jargon-free language, it explains how an IT ware can be made market-focused at every stage--from concept to post-sales support--thereby improving the probability of its success in the market. This book covers: 1. Introduction to the primary ware of IT- concepts, products, services and intellectual property rights. 2. Cost and pricing of IT wares, and free and open wares. 3. Requirements for marketing of IT-globalization, technical marketing, branding, launching, and technical support. 4. Indian IT market scenario and marketing Source: http://www.tatamcgrawhill.com/