Applications of motivation research in technology markets

Manufacturers of business products have sought more effective ways for messages to break through, be heard and resonate with their audiences.

Applications of motivation research in technology markets

Bernadette DeLamarBusiness Strategy Research, LLC, United States.

Carol K. GalvinMarket Intelligence, Lotus Software, IBM Software Group, United States

Stacy NovackIBM Software Group, Canada

Steven HallingIBM Software Group, United States

INTRODUCTION

Marketing communications to business professionals typically present customers with lists of product “features and functions.” This approach is especially true with respect to technology products and services. However, in these days of tight IT budgets, commoditization of products, uncertain brand loyalties and high volumes of advertising noise, a strictly features and functions message often will not be heard. Taking...

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