Chapter 11 – Marketing Communication Tools for High-Tech Markets

Chapter Features

The chapter includes a wide variety of high-tech examples to support the chapter content, including:

•    Microsoft’s “People-ready software” campaign
•    Best-practices on-line marketing from Respond2
•    Behavioral targeting examples from Yahoo! and other companies
•    Examples of how companies are using new media, virtual reality environments, and Web 2.0 for marketing
•    Mobile marketing technologies and examples
•    Web analytics and log files

Sneak Peek at Chapter Content

How does a high-tech company manage its use of traditional media and new media for an effective marketing communications strategy?
What steps can a company take to optimize its Web presence?
How are companies using Web 2.0 technologies such as social networking and blogging in their marketing communications strategies?
What are the future trends in new media that companies will need to be aware of?
How does a company assess the effectiveness of its marketing communications strategy?
Listing of Chapter topics from the Table of Contents