Marketing Technology as a Service: Proven Techniques that Create Value

Laurie Young & Bev Burgess

Published by






Reviewed by

Peter Wheatcroft FBCS CITP


9 out of 10

Marketing Technology as a Service: Proven Techniques that Create ValueThere are a few books that describe the service experience as it relates to IT delivery, but not many that I would want to refer back to - but this is an exception. It is a giant of a book in every respect - dense with content, full of case studies and containing considerable wisdom in its 300 tightly-written pages.

With everything laid out from Google to Amazon, Virgin Atlantic to IBM and more, the case studies of how IT service propositions can be put together to create and delight their customers is a breath of fresh air in an IT world full of hyperbole and salesmen’s promises.

However, be aware that although this is a 2010 book, the techniques are well-tested and derive from a range of industry sources, not just from the IT world.

What the authors have been able to do is articulate the differences between creating IT products (systems and applications) and creating IT services, which are of course intangible and - importantly - repetitive.

Designing and delivering services has not always been regarded as a career-enhancing job choice in IT as there are more opportunities for service failure than project failure in the course of any appraisal year, although the move to cloud computing, virtualisation and Software as a Service (SaaS) now makes this mandatory.

This book explains how and why it is important to develop a marketing strategy for IT service delivery and what the principal characteristics of that strategy should be - including that really important recovery phase for when it goes wrong.

Concepts like creating a brand, innovation in delivery and the essential communications strategies between supplier and customer are all covered in depth and with authority. The references to other work and index sections are impressive and there is a useful appendix that describes marketing techniques.

This book is one for CIOs, IT directors and service delivery managers in both commercial service companies and end-user organisations who need to understand the characteristics of IT services and why they differ to project delivery.

The SaaS and cloud computing initiatives are rapidly turning IT into a hard service industry and so this book needs to be on the must-do reading list of anyone with a role to play in that.

Further Information: Wiley

August 2010