株式会社極東書店トップ ＞ 商品一覧 ＞ Techno-Ready Marketing : How and Why Your Customers Adopt Technology.
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解説
Rapid advances in technology are having a profound impact on the marketplace. And the technology is transforming company-customer interactions. This text introduces an innovative framework for measuring how receptive customers are to adopting state-of-the-art products and services. This allows managers to customize and tailor technology and technology-based products to different "techno-ready" market segments. The authors classify consumers as "explorers," "pioneers," "skeptics" and "laggards" to help managers use technology to enhance customer relations.