on 22 July 2011
This is a valuable and important book. For many years I have experienced product companies attempting to develop services in order to offset commoditization of their product lines and, in some cases, to embellish their prodcts with services. This has been a western phenomenon and may spread to Asia. Young and Burgess have really investigated this subject in depth and help, through analysis, tools and case studies, to light the way for those companies comtemplating this journey, or those who may have stumbled on the way there. I also like their work on positioning service brands - which is a complex area - far more complex than product brand positioning. I like the fact that both the authors have real experience of doing it themselves and are not cloistered academics who have never done a marketing job themselves.
Chief Marketing and Communications Officer,
Jones Lang LaSalle.
on 2 October 2011
In my humble opinion, Marketing Technology as a Service should be mandatory reading for individuals wanting to develop or implement marketing technology as a service.
This book is superbly written and has given me an excellent overview of the proven techniques which create value for customers and your organisation. This book demonstrates the importance of what is now a major part of all economies and provides a clear guide to how this can be achieved. This book is very practical and easy to read, accompanied by interesting (old and new) case studies to back up well researched theory.
If you would like to understand the subject or looking to improve on your services business, this book is a must.
Toshiba Medical Systems
on 24 August 2010
I would recommend this book to all practitioners of IT Services Marketing. With its easy yet authoritative style,the authors blend their own extensive practical knowledge with well researched theory and relevant real world case studies. If you want to be a leader in IT Services Marketing, then this is a must read.