Strategic Overview

Abstract

In this and the following chapter, we develop a strategic overview of the development of the computing and information services markets. Success in marketing systems and services depends on understanding:

• The direction in which the market is going, both users and suppliers

• How this direction can be influenced

• The key requirements for success in a market place which is starting to show clear signs of maturity. These success factors include:

  • Understanding the investment required for market development

  • Establishing account control and monitoring this, to ensure that the systems and services provided by the supplier effectively commits the customer to remaining with him

  • The ability to manage long and short sales cycles while extending marketing techniques from a direct sales force, using direct marketing techniques, harnessing distributors and dealers and developing mail order