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Text File  |  1994-11-22  |  1.4 KB  |  33 lines
  1. Title: The HIGH-TECH marketing companion
  2. Author: Dee Kiamy and the Editors of Apple Directions
  3. Publisher: Addison-Wesley
  4.  
  5. Note: This is not an Apple book.  It applies to all software marketing.
  6.  
  7. Description:
  8.  
  9. There's a special knack to marketing computer products, and especially if
  10. you're a smaller high-tech company, you face unique challenges.
  11.  
  12. Culled from the pages of Apple Computer's award-winning publication Apple
  13. Directions, The High-Tech Marketing Companion shows you how to solve
  14. critical marketing problems and get the most from your resources.  Each
  15. chapter is a self-contained snapshot of a particular marketing issue,
  16. offering concrete, pratical, and productive solutions.
  17.  
  18. You'll get advice from top marketing experts. You'll also hear from some
  19. of the industry's most successful product developers, fresh from the
  20. trenches, who'll tell you what works and what doesn't.
  21.  
  22. Learn about such instrumental techniques as:
  23.  
  24. 1 How to avoid ten deadly product lauch mistakes.
  25. 2 Using the "elevator test" to accurately position a product.
  26. 3 Developing the knack of getting repeat business.
  27. 4 How to create a campaign to influence opinion leaders.
  28. 5 Dealing effectively with product review editors.
  29. 6 Creating product packaging that sells.
  30. 7 Getting the attention of national distributors.
  31. 8 Increasing the effectiveness of upgrade campaigns.
  32. 9 International marketing.
  33.