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Technical Marketing Communication by Heidi L. Everett, Emil B. Towner

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CHAPTER 3

Technical Marketing

After focusing on technical communication and marketing principles in the previous two chapters, this chapter brings the two together. Specifically, this chapter describes the following:

     •  Technology’s roles in marketing

     •  Framing messages in technical marketing

     •  Developing tests and creative briefs

Technology in Marketing

Technology is all around, especially in the marketing field. In fact, technology is integral to marketing in two key ways: as a resource and as a feature.

Technology as Resource

Companies use technology as resources for organizing, delivering, and optimizing their marketing efforts. For example, an article in Harvard Business Review listed seven marketing technologies that every ...

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