Table Of ContentTHE BUSINESS Leading Edge Marketing W Marketing Strategy Collection
EXPERT PRESS IL
DIGITAL LIBRARIES Turning Technology into Value LIA Naresh Malhotra, Editor
M
Veronica A. Williams S
EBOOKS FOR
BUSINESS STUDENTS This book is a comprehensive blueprint of the Five
Curriculum-oriented, born- Ps of Marketing (www.The5Ps.com): Product, Pack- Leading Edge
digital books for advanced aging, Price, Promo, and Place. Using the Five Ps
business students, written presents you with key strategies and principles to
by academic thought deliver “must-have” solutions for your current and Marketing
leaders who translate real- future business needs.
world business experience
Inside are several strategies for anyone who
into course readings and
wants to learn how to identify, create, and de-
reference materials for Turning Technology
liver a hi-tech product or service that will be pur-
students expecting to tackle
chased by a critical mass of people. It presents the
management and leadership
techniques and end-to-end process to produce a
challenges during their into Value
professional careers. profit from products and services. The essence of
this book is that it takes old principles, updates L
POLICIES BUILT E
them to the current environment, adapts them to A
BY LIBRARIANS
D
technology, and, most importantly, explains how I
• Unlimited simultaneous N
they can be put to work to deliver respectable G
usage market share and strong profits…with integrity. E
• Unrestricted downloading D
and printing It is a comprehensive guide to deliver a winning G
E
• Perpetual access for a solution—from concept to profit. M
one-time fee A
Veronica A. Williams holds a BA in Economics R
• No platform or K
maintenance fees from Brandeis University and an MBA from the ET
• Free MARC records J.L. Kellogg Graduate School of Management at IN
• No license to execute Northwestern University. Her other credentials in- G
The Digital Libraries are a clude EXIN’s ITIL and PMI’s PMP and PgMP. In the
comprehensive, cost-effective 35 years since earning her degrees, Williams has
way to deliver practical become an authority on business and technology,
Veronica A. Williams
treatments of important an arbitrator, has written over 75 articles, and au-
business issues to every thored two other books: Wireless Computing Primer
student and faculty member. and Personal Computing Made Simple. Ms. Williams is
featured in Marquis Who’s Who in the World and
was selected as one of the top 75 business women
over 40 in North America. For more information
For further information, a
visit www.VeronicaWilliams.com.
free trial, or to order, contact:
[email protected]
www.businessexpertpress.com/librarians Marketing Strategy Collection
Naresh Malhotra, Editor
ISBN: 978-1-60649-606-0
www.businessexpertpress.com www.businessexpertpress.com
Leading Edge Marketing
Leading Edge Marketing
Turning Technology into Value
Veronica A. Williams
Leading Edge Marketing: Turning Technology into Value
Copyright © Business Expert Press, LLC, 2014.
Illustrations used with permission from ACT Inc.
Logos included with permission from Federal Express Corporation,
Yahoo! Inc. and ACT Inc.
Permission granted by Merriam-Webster, Inc.
Permission granted by the Harvard Business School Publishing C orporation
Permission granted by the American Marketing Association, Journal of
Marketing Research
Permission granted by the HistoryLearningSite.co.uk
Permission granted by the National Postal Museum of the Smithsonian
Institution.
All rights reserved. No part of this publication may be reproduced,
stored in a retrieval system, or transmitted in any form or by any
means—electronic, mechanical, photocopy, recording, or any other
except for brief quotations, not to exceed 400 words, without the
prior permission of the publisher.
First published in 2014 by
Business Expert Press, LLC
222 East 46th Street, New York, NY 10017
www.businessexpertpress.com
ISBN-13: 978-1-60649-606-0 (paperback)
ISBN-13: 978-1-60649-607-7 (e-book)
Business Expert Press Marketing Strategy Collection
Collection ISSN: 2150-9654 (print)
Collection ISSN: 2150-9662 (electronic)
Cover and interior design by Exeter Premedia Services Private Ltd.,
Chennai, India
First edition: 2014
10 9 8 7 6 5 4 3 2 1
Printed in the United States of America.
Abstract
Leading Edge Marketing was inspired by the response to several of my
articles and speeches, notably The Five Ps of Marketing (www.The5Ps
.com). This book is a comprehensive blueprint of the concepts presented
in the article. Leading Edge Marketing is intended for anyone who wants
to learn how to identify, create, and deliver a hi-tech product or service
that will be purchased by a critical mass of people. It presents the tech-
niques and end-to-end process to produce a profit from products and
services. The essence of my book is that it takes old principles, updates
them to the current environment, adapts them to technology, and, most
importantly, explains how they can be put to work to deliver respectable
market share and strong profits…with integrity. Leading Edge Marketing
is a comprehensive guide to deliver a winning solution—from concept to
profit.
Reprinted with permission from The5Ps.com.
Keywords
product, price, packaging, place, promotion, The 5 Ps, marketing, manage-
ment, advertising, strategy, principles, techniques, tools, profit, business,
information technology, IT, telecommunications, computing, software,
computers, phones, cell phone, PDA, systems solution, tablet, channel
Contents
Foreword .............................................................................................. ix
Acknowledgments ���������������������������������������������������������������������������������� xi
Preface ����������������������������������������������������������������������������������������������� xiii
Chapter 1 Introduction ..................................................................... 1
Chapter 2 The Basics: The 5 Ps: Basic Components of the
Framework ..................................................................... 27
Chapter 3 The Marketing Process—Putting It Into Action ............ 117
Epilogue �������������������������������������������������������������������������������������������� 219
Notes������������������������������������������������������������������������������������������������� 221
References ������������������������������������������������������������������������������������������ 223
Index ������������������������������������������������������������������������������������������������ 225
Foreword
Veronica is one of the smartest people I know. I met her many years ago
at a private dinner that RAM Mobile Data hosted for leading industry
analysts. Veronica was single-handedly jumpstarting the market for
wireless data by explaining complex technologies at major events and
in trade publications and, more importantly, how they could be used
to deliver a strong return for companies across a myriad of industries.
She had the attention of top executives, venture capitalists, engineers,
marketers, and others.
Over the years, I learned the breadth and depth of Veronica’s
knowledge and abilities. I have often sought her opinion and advice
throughout our 25-year friendship. I have used her as a valuable resource
regarding improving operations with technology, building revenue, and
the viability of new ventures. Leading Edge Marketing reveals Veronica’s
flair for turning technology into revenue. It also provides a glimpse into
her expertise and proficiency in finance, operations, and management.
She addresses all aspects of business to maintain control, mitigate risks,
and ensure a profit. Leading Edge Marketing is an essential artifact and
invaluable resource for anyone in business.
—George Pappas
Chief Operating Officer Emeritus
Cingular Wireless (now AT&T)
