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...