Product Description

The author compresses his twenty years of experience to take a step-by-step approach to the product life-cycle, and covers areas such as:

* selecting target markets
* creating a positioning statement
* writing a financial paragraph
* motivating others

thereby demonstrating how to act as a bridge between sales, development and finance.

Successfully marketing products for technology companies requires the application of precision marketing techniques, and in this book the author teaches how to focus on the whole product and create real solutions that match the market needs.

* Features the proven methodology for positioning and strategy development used by Brodeur Marketing
* Contains ready-to-use examples and templates that can be easily applied by the product manager
* Written specifically for Product Marketing Managers in the Information, Communication, and Technology industry, thereby focusing on the specific needs of the market

Product Details

• Amazon Sales Rank: #166055 in Books
• Published on: 2005-05-04
• Original language: English
• Number of items: 1
• Binding: Paperback
• 208 pages

About the Author
Mark Butje has over 20 years of experience working in the IT and Telecommunications industry in various areas: from software and database design to training, product marketing and marketing management and from marketing strategy development to day-to-day implementation.

Born in the Netherlands, Mark currently lives in Venice, California, and is an independent entrepreneur and marketing consultant. Previous to his move to the Los Angeles area, he was senior advisor and marketing director with Brodeur Marketing Europe, a highly successful consultancy firm specializing in strategic marketing for companies in the ICT sector.

Before joining Brodeur Marketing in June 2001 as, Mark was Vice President of Marketing at RING!, a software company creating Voice processing software for Telecom companies and call centers.
Mark introduced Telecom services for Castel (now called Essent Kabelcom), one of the largest cable companies in the Netherlands.

From 1986 to 1995 Mark was product marketing manager for Wang (3 years) and Apple (6 years).
Mark started his career in 1981 as software architect and trainer with his own company I.A.P.

Customer Reviews

Marketing as Part of the Product Management Process
I ordered "Product Marketing for Technology Companies" through Amazon looking for a thorough review of Product Marketing... how to take a product and present it in the marketplace.

While I think Mark Butje provides a great foundation for product management, the product marketing component was a piece of the discussion. Much of his approach to product marketing is as part of the management life cycle process. This stems from his understanding that product managers are also responsible for the product marketing of a product. At some firms, like mine, that is not the case.

Nonetheless, it was a valuable read for me. Hence the four stars. It is easy to forget that marketing is not the end all, but a part of the whole production of a product, whatever that product is.

He provides invaluable insight into things like positioning, knowing your clients, and ultimately how to launch a product. Also worth mentioning is his focus on goal setting and objectives. Like any other area of product development, product marketing should have its own set of goal and objectives... which should be measured.

If you are looking for a pure product marketing book, I am not sure if Butje's "Product Marketing for Technology Companies" is for you. But if you want to understand, or get a better sense of the whole product implimentation process, then I would suggest this is a great place to start.

For product managers, not marketers
This book would be more accurately titled, "Product Management for Technical Companies" because it addresses actual marketing only in small portions. If you are an engineer who is moving to a product management role, the content seems adequate. You will also like the extensive use of management flow charts, data graphs, spreadsheets that illustrate key concepts.

Finally a great 'How to' book for Product Marketing!
A very helpful and down-to-earth book, packed with experience. Although not everything is new, the step-by-step approach and process oriented structure is great. I really enjoyed reading the book and I can apply most it of immediately in my profession. I recommend this book as a `must have' for all product managers.