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34 Sugar Hill Road Killingworth, CT 06419 Voice: 860.663.0552 Fax: 860.663.0553
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The Product Marketing Handbook for Software contains:
690 pages
16 chapters and appendices
2600+ checklist to-do tasks
Over 300 cost-of-marketing line items
20 separate case studies
30 figures and illustrations
Free Bonus!
Every copy includes a Free 45-minute video of the author discussing high-tech marketing and sales disasters.
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The Product Marketing Handbook for Software, 4th Edition is only $69.95
Order Online
Some Questions for Software Marketers and Sales Mavens
- In 1983 MicroPro, the world’s largest desktop software company, destroyed itself by committing a fundamental marketing error. What was it?
- Small software SpectorSoft made a change in their E-bay ad that kicked monthly revenues up from $30K to $100K. What did their new ad say?
- In 2002 CRM giant Siebel found itself in PR hot water after Nucleus Research reported many of its customers weren’t happy with its products. What should the company have done to stop the bleeding?
- How did British game development publisher Dark Basic Software successfully crack the US channel and put its products on retail shelves nation wide?
- Access security software giant GE Interlogix found itself with no budget to conduct desperately needed market research. How did they work around the problem and develop a research program that helped them meet their aggressive revenue targets?
The answers are in The Product Marketing Handbook for Software, 4th Edition!
Free Bonus
45-Minute Video of author Merrill R. (Rick) Chapman discussing high-tech marketing disasters included with every copy
Find out more
"This book is fantastic. It's the education you would receive if you captured a veteran of channel marketing and gave him a truth drug. Hours of nonstop, extremely useful info.”
Joel Spolsky of www.joelonsoftware.com
Order Online
Order toll free at 1.877.438.7642 (US calls only)
9AM to 5PM EST/EDT
International phone orders, please call 860.663.0552
US/International fax orders: 860.663.0553
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Overview: The Product Marketing Handbook
for Software, 4th Edition
The 4th Edition of The Product Marketing Handbook for Software is the definitive guide to successful software marketing. Completely up-to-date (last revised in June of 2005), the Handbook is read and relied on by software publishers, entrepreneurs, and software product managers worldwide, including such companies as Bentley Systems, Cognos, Hewlett-Packard, IBM, Inso, Miacomet, Microsoft, Ulead, and many, many others.
The Product Marketing Handbook for Software is written and edited by industry insiders. It discusses the industry’s special challenges, uses your language and provides solutions specific to the task of marketing and selling software. From blogs through to E-mail and webinars, if you want to succeed in marketing and selling your software, you can’t afford to be without it!
Comprehensive Coverage of the Software Market
One of the most serious problems facing software companies is the lack of a single comprehensive marketing guide to software marketing and sales. The Handbook overcomes this problem by examining every aspect of the process. Topics covered in detail include:
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- Introduction (includes a new section on the financial prospects for Open Source software!)
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- Research, including focus groups, surveys, and conjoint analysis
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- Product Positioning, Pricing, and Naming, including using our unique system of encapsulation and visualization to create product positioning statements people can understand.
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- Sales Methodologies and Strategies, including RFPs, prospecting and cold calling, organization analysis, integrating sales and marketing, negotiations, and presentation techniques
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- Distribution, including a comprehensive look at MDF and VAR development.
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- Analyst/PR Relations and Product Review Management
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- Direct Marketing, including electronic and direct mail, telemarketing, and telesales
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- Web and Internet Marketing, including web site design, navigation, an writing, search engines, web banners, and webinars
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- Product Marketing and Management Processes, including creating MRDs, product road maps, and beta programs
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- A Cost of Marketing Appendix with over 300 line items detailed
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- A Software Marketing and Sales Pipeline
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- A Glossary of common industry terms
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The Product Marketing Handbook for Software is packed with case studies, figures, checklists, and hardcore data you must have to succeed!
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