Cost-Justifying Usability, 2nd Edition

to note a few basic concepts that provide a framework for discussing approaches

to marketing usability. Kotler, Hayes, and Bloom (2002) describe the “Seven P’s

of Marketing”—factors that define an organization’s marketing plan. The way in

which usability service organizations implicitly or explicitly address these Seven

P’s define their marketing strategy. Organizations combine these marketing tools

to obtain the results they want in their target markets. The Seven P’s include:

✦ Product: The set of services the usability organization offers to its customers.

✦ Price: The compensation the usability organization receives from the client

in exchange for ...