The success of a product or service depends as much on its marketing as its make. And successful marketing rests on a scientific approach to the entire technology cycle, innovation, and domain knowledge of the marketing personnel. Since information technology industry changes faster than any other industry, vendors and marketers need to stay abreast of the latest trends in technological development and newer means of delivering IT services. A distilled account of the author's first-hand experience with IT, this book aims to provide the knowledge of marketing of IT. Adopting a practical approach and jargon-free language, it explains how an IT ware can be made market-focused at every stage--from concept to post-sales support--thereby improving the probability of its success in the market. Marketing of Information Technology covers: Introduction to the primary ware of IT- concepts, products, services and intellectual property rights. Cost and pricing of IT wares, and "free and open" wares. Requirements for marketing of IT-globalization, technical marketing, branding, launching, and technical support. Indian IT market scenario and marketing This book will serve as a professional guide for managers, decision-makers and marketers in IT companies and students aspiring to specialize in marketing of IT.

Table of Contents:
Part I: Marketing of Information Technology Chapter 1. Introduction to Marketing of Information Technology Chapter 2. Classification of Information Technology Products Market Chapter 3. Classification of Information Technology Services Market Chapter 4. Information Technology Intellectual Property Market Part II: Financial Aspects of Information Technology Marketing Chapter 5. Total Cost of Information Technology Ownership Chapter 6. Pricing of Information Technology Products and Services Chapter 7. Free Software - What is this Freedom? Part III: Requirements for Marketing of Information Technology Chapter 8. Globalization of Information Technology Chapter 9. Branding of Information Technology Products and Services Chapter 10. Roles of Technical Marketing in Information Technology Chapter 11. Launching of Information Technology Products and Services Chapter 12. Role of Technical Support in Marketing in Information Technology Part IV: Geographical Aspects of Marketing of Information Technology Chapter 13. Information Technology in India - Market Scenario and Marketing