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1994-10-28
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____________________________________
IBM Independent Vendor League
IVL News Service
Product Marketing Handbook Available
____________________________________
September, 1994. The Product Marketing Handbook, Software Edition, by
Merrill R. (Rick) Chapman, is now in its second edition. This is the
first book specifically about marketing software products.
Designed as a handbook for application vendors and publishers, this
300-page book can be used by product managers, marketing/communication
(marcom) managers, brand managers, and anyone involved in the
introduction, marketing, and sales of software products. Each chapter
provides handy checklists for the actual implementation of a product
marketing program, and the companion diskette provides the same lists
in softcopy form.
The newly revised book contains the following chapters:
Positioning, Pricing & Naming Sales Promotions
Channel Distribution Direct Marketing
Collaterals & Packaging Bundling
Public Relations and Product Electronic Marketing
Review Programs Trade Shows
Advertising
The chapter checklists are only one aspect of the book's practical
approach to marketing. Each chapter also features one or more focus
stories about actual marketing campaigns and programs -- some from
software giants, others from small start-up companies, some successful
and some not. In each case the author offers an analysis of mistakes
made and lessons learned.
In addition, the Product Marketing Handbook contains a directory of
marketing resources, a glossary of terms used in the business, and a
software marketing pipeline that describes the elements and the timing
of programs needed to prepare, launch, and sustain a product in
today's market. It also provides a cost matrix and job descriptions
of the various players in the marketing of a software product.
The author, Merrill R. (Rick) Chapman, is president of Aegis
Resources, a software marketing and consulting firm, and has worked in
various software marketing roles since 1978. He is coauthor of the
Software Publisher Association's U.S. Software Channel Marketing
Guide and teaches a popular seminar based on the book.
For more information, contact the author at 71333.3472@CompuServe.Com.
Orders can be placed by calling (203) 380-8261. Retail price is U.S.
$49.95.
-----------------
This news release is from the IBM Independent Vendor League (IVL)'s
News Service and may be freely copied and distributed. For
information about the IVL, e-mail GailO@VNET.IBM.COM.