Announcing the Product Marketing Handbook, Software Edition

The Product Marketing Handbook, Software Edition, is the definitive guide
for positioning, launching, and sustaining software products in today's
ultracompetitive marketing arena. The Handbook is designed for software
product managers, Marcom managers, brand managers, new publishers, and
anyone interested in learning how to effectively market software. Unlike
other books on marketing, the Product Marketing Handbook was written by
software marketing veterans and has a unique understanding of the
marketing challenges facing software publishers. Its focus is on the
bottom line. The book covers product marketing from A to Z, examining
every aspect of the marketing equation. It is an invaluable resource for
both the new and established publisher.

Topics covered in The Product Marketing Handbook are:

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

Organization

The Product Marketing Handbook is more than a book, it's a system! Each
chapter centers around a narrative and extensive check lists that help the
reader think about, write down, and execute the marketing tasks described
in the book. The Handbook divides its lists into two types,
Objectives/Evaluation Checklists and Success Checklists. These lists can
be used as the foundation of a successful marketing program, or as
adjuncts to an existing program. Included with the Product Marketing
Handbook is a 3 1/2 inch disk that contains all the checklists in ASCII
format. Purchasers of the Product Marketing Handbook can quickly import
the lists into their word processor or presentation software of their and
use them as is or expand or alter the checklists to fit their particular
needs.

Focus Stories

Each chapter also includes one or more Focus Stories that dissect actual
software marketing campaigns and programs carried out by different
software publishers. A wide spectrum of companies is examined, from
software giants to small start-ups. The Focus Stories examine each
company's successes and failures and provides timely analysis on the
mistakes made and the lessons earned.

Other Features

The Product Marketing Handbook also contains a resource directory, a
glossary of software marketing terms, a software marketing pipeline which
provides a simple "at a glance" time frame for starting and completing the
marketing tasks described in the Handbook, a cost matrix which assigns
costs, ranges, and percentages to the key marketing activities discussed
in the Handbook, and an appendix which describes common marketing titles
and job responsibilities.

Ordering Information

The Product Marketing Handbook, Software Edition, is a publication of IBM's
IVL Press and was developed for IBM by Aegis Resources, a leading software
marketing and consulting firm. It can be ordered by calling
1-203-380-8261. Fax orders can be sent to 1-203-380-8263. The suggested
retail price is $49.95, USD. Payment may be made by Visa, Mastercharge,
check or money order. As a thank you for ordering, all recipients of The
Product Marketing Handbook will receive a complementary three month
subscription to TAG's Channel Compass, a monthly newsletter that reports
on software channel sales and development. A $120 value!

About The Author

Merrill R. (Rick) Chapman, has been working in the microcomputer industry
since 1978. He has worked as a software product manager for both MicroPro
(WordStar) and Ashton-Tate (dBase), vice president of marketing, computer
store salesman, database programmer. He is currently president of Aegis
Resources. He is the coauthor of the Software Publisher Association's US
Software Channel Marketing Guide, and a contributing editor to TAG's
Channel Compass. Rick's CompuServe ID is 71333,3472, IBM PROFS is V1RICK
at AUAVM1.

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