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

Abstract

Rapid advances in current technologies and the accelerating emergence of new ones are flooding the marketplace with innovative products and services, write A. Parasuraman and Charles L. Colby at the start of Techno-Ready Marketing. But despite this onslaught and the importance that companies have placed upon it, the authors continue, the of related products and services is by and large being guided by traditional principles that may not be as effective for high-tech companies as they are for their low-tech counterparts. After four years of research into ways this might be better accomplished, the two developed the concept of Technology Readiness to measure how customers will react to such innovations and provide insight that corporations can use to practice the techno-ready marketing necessary to capture the public's attention. Parasuraman, the University of Miami's James W. McLamore Professor of Marketing, and Colby, president of a market research and consulting firm that specializes in technology, present a scholarly discussion of the process followed by a section on its practical use, filled with historical and contemporary case studies. They also include a self-administering Marketing Audit to help readers assess their current corporate status and adjust strategies accordingly. --Howard Rothman