IN THIS SUMMARY
Techno-ready marketers recognize that conventional "analog" marketing techniques do not work in a digital world. Instead, cutting-edge technologies demand cutting-edge marketing practices rooted in the following principles: (1) Technology purchases are a product of techno-readiness, a subjective reaction based on specific beliefs about technology, rather than traditional considerations. (2) Marketing strategies must be adapted to accommodate customer response to technology. (3) Because customer satisfaction is more of a challenge when technology is involved, comfort levels and support requirements vary widely. (4) The technology marketplace is subject to the law of critical mass, with winners likely to take all.
Techno-Ready Marketing, brimming with well-documented empirical and anecdotal evidence, is a valuable source for marketers, other key players in the technology community, and anyone seeking to leverage technology to enhance communications with employees, customers, or the public at large.