IT Services Marketing Enters a New Era

Buy now

IT Services Marketing Enters a New Era

$295.00

Research Abstract

This UPDATE highlights some of the key themes and trends that emerged at ITSMA’s recent three-day annual conference on The Road to High Performance Services Marketing. Information technology (IT) services providers today operate in a supply-constrained environment: customer demand far exceeds the firm’s capacity to deliver services. In this “rich” environment, why would any company choose to spend money on marketing its services?
The 225 services marketing executives who attended ITSMA’s MarketingServices/97 conference on October 6-8, 1997, had dozens of excellent reasons to invest in marketing services. These services marketing professionals gathered in Boston to share their high performance services marketing practices and gain insights from industry thought leaders. A number of themes ran through the three-day event. All led to the same conclusion. IT services are large, fast-growing, revenue and profit opportunities. Consequently, the marketing of these services can no longer be left up to chance. Services marketing as a profession is clearly reaching critical mass, and IT industry leaders are increasingly recognizing the importance of services marketing to their overall success.