Rating: 
Summary: Chief Operating Officer
Review: Techno-Ready Marketing provides the kind of common sense approach necessary for business managers to be prepared to make the tough decisions about their technology needs. I found TRM's method of analysis to be both an understanding and insightful recipe for success. Too often technical solutions are presented without knowing all there is to know about the customer's ability to accept a technology solution. TRM's approach goes a long way toward gaining the customers understanding, acceptance, and satisfaction.As one of the principal owners and business developers in the company, I am always looking for new ways to gage the customer's readiness to receive our solutions. Along with the many variables involved in the sales and marketing cycle, not the least of which is the acute need to quickly determine a prospects dominate buying motive, today's fast pace and evolving technological world makes assessing the technology readiness of a prospect more challenging than ever. This book has armed me with the means to make those assessments both quickly and accurately. That's the kind of edge every technology-marketing professional can use. I look forward to the 2nd edition.
Rating:
Summary: Excellent, Insightful Book
Review: The book outlines a very insightful and actionable method of segmenting current and/or potential customers in terms of their attitudes toward technology. This book will be of interest to any firm introducing new technology products or services. It can also help guide the level of complexity one would build into an e-commerce or information-only web site based on how your current or potential customer base fall out into the various techno-ready segments outlined here. A must-read for e-marketers.
Rating:
Summary: The truth about technology adoption
Review: This book does indeed explain how and why people adopt technology. The authors show that most people have mixed feelings about technology - positive attitudes such as optimism and innovativeness but also negative ones such as discomfort and insecurity. What I find so compelling about this book is that, after 20 years of working in technology and marketing, it does the best job I have seen of explaining my own reaction to technology. Furthermore, the work is based on sound research, rather than a convenient selction of anecdotes. I think it's a must-read for anyone marketing or developing technology. Followers of Rogers will recognize this as the next step in the evolution of adoption and diffusion research.
Rating:
Summary: The truth about technology adoption
Review: This book does indeed explain how and why people adopt technology. The authors show that most people have mixed feelings about technology - positive attitudes such as optimism and innovativeness but also negative ones such as discomfort and insecurity. What I find so compelling about this book is that, after 20 years of working in technology and marketing, it does the best job I have seen of explaining my own reaction to technology. Furthermore, the work is based on sound research, rather than a convenient selction of anecdotes. I think it's a must-read for anyone marketing or developing technology. Followers of Rogers will recognize this as the next step in the evolution of adoption and diffusion research.
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