IBM Independent Vendor League
IVL News Service
Product Marketing Handbook Available

September 26, 1994.  The Product Marketing Handbook, Software Edition, by
Merrill R. (Rick) Chapman, is now in its second edition.  This is the
first book specifically about marketing software products.

Designed as a handbook for application vendors and publishers, this
300-page book can be used by product managers, marketing/communication
(marcom) managers, brand managers, and anyone involved in the
introduction, marketing, and sales of software products.  Each chapter
provides handy checklists for the actual implementation of a product
marketing program, and the companion diskette provides the same lists in
softcopy form.

The newly revised book contains the following chapters:

   Positioning, Pricing & Naming     Sales Promotions
   Channel Distribution              Direct Marketing
   Collaterals & Packaging           Bundling
   Public Relations and Product      Electronic Marketing
     Review Programs                 Trade Shows
   Advertising

The chapter checklists are only one aspect of the book's practical approach
to marketing.   Each chapter also features one or more focus stories about
actual marketing campaigns and programs -- some from software giants,
others from small start-up companies, some successful and some not.  In
each case the author offers an analysis of mistakes made and lessons
learned.

In addition, the Product Marketing Handbook contains a directory of
marketing resources, a glossary of terms used in the business, and a
software marketing pipeline that describes the elements and the timing of
programs needed to prepare, launch, and sustain a product in today's
market.  It also provides a cost matrix and job descriptions of the
various players in the marketing of a software product.

The author, Merrill R. (Rick) Chapman, is president of Aegis Resources, a
software marketing and consulting firm, and has worked in various software
marketing roles since 1978.  He is coauthor of the Software Publisher
Association's U.S. Software Channel Marketing Guide and teaches a popular
seminar based on the book.

For more information, contact the author at 71333.3472@CompuServe.Com.
Orders can be placed by calling (203) 380-8261.  Retail price is U.S.
$49.95.

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