The Art & Science of Successful Case Histories
Interviewing, writing and marketing communications techniques are analyzed.
This book was created in 1984. Therefore, today, the products exemplified herein illustrating the writing, interviewing and marketing techniques have become obsolete. Clearly, technology has come a long way since ’84. However, the human art and science of conducting thorough interviews, obtaining appropriate visuals and writing fascinating articles is timeless. By re-releasing this book in 2011 we hope to introduce aspiring interviewer/writers to useful techniques developed over many years.
Each and every company shares a common goal. That goal is to sell products or services to as many customers as possible. In no industry is this goal more challenging than high technology. The number of different vertical market applications is virtually limitless. The technological sophistication and power of the products is awesome.
Yet, many prospective customers possess neither the technical background nor the desire to understand or appreciate the nuances of the built-in sophistication. They simply want answers to the question: “How can the features and associated benefits of this product help me become more productive in my business?” And they want these answers to come from a believable source, in a language they can readily understand.
What better way than to fill the need than with a widely disseminated case history testimonial article containing direct quotes from a satisfied peer? Properly used, the customer case history can be the single most powerful promotional tool available. Well written case histories published in the trade press provide both the credibility to generate a high volume of reference sales and the exposure to significantly enhance public awareness of a company.
The basic scenario of choosing customer interviewees, interviewing them, writing a case history and locating this article in an appropriate publication appears deceptively simple. However, the successful implementation of an effective case history program requires a great deal of forethought--which until now could only be gained through many years of frustrating trial and error.
This book packs two decades of experience producing successful case histories into an easily readable form that can be of value to both novice and expert. It is a rarity to find such references which are customized to the art and science of case history development. Another simple unique characteristic of these information resources is the massive amount of in-field experience upon which they are based. The material has been meticulously gathered during more
than 1,000 case history interview assignments spanning a 20-year period. The techniques have been thoroughly tested and have proven successful in story after story--they work.
If your company is already using the case history approach, this two-book set will help improve cost-effectiveness, turnaround time, article quality and hit percentage of locating stories.
If your company has not yet employed the case history approach, today’s highly competitive environment makes its implementation a necessary supplement to your marketing communications/public relations program.
The 190-page Textbook features an introductory chapter of first-person interviews with nine recognized experts in media communications, from FORTUNE MAGAZINE, Control Data Corporation, Wang Laboratories, COMPUTERWORLD, IBM, Northern Telecom, Codex, Morgan-Grampian Ltd. and GE Information Services. The 350-page Workbook represents a comprehensive case history self-study tool.
Some of the corporations that have used the 2-Book Case History Set are:
Altos Computer, Henco Software, New England Telephone, Amcor Computer, Hewlett Packard, Northern Telecom, Inc., Apollo Computer, Honeywell Information. Systems, Phamis, Inc., Applicon, IBM Corporation, Pilot Executive Software, BGS Systems Inc., Infocom, Stratus Computer, Bolt Beranek & Newman Communications, Information Dimensions, Inc., Teknekron Infoswitch, California Measurements Inc., INS Corporation, Temptronic Corporation, Chromalox, Intergraph Corporation, Texet Corporation, Codex Corporation, Intermec Corporation, The Torrington Company, Computer Corporation of America, Jervis B. Webb Company, Timberlane Software, Inc., C.P.T. Corporation, Kronos, Inc., U.S. Sprint/Isacomm, Inc., Cullinet Software, McCormack & Dodge, Versatec, D & B Computer Services, McLeod-Bishop Systems, West End Film, Inc., GenRad, Mitchell Management Systems, Xerox Corporation, Gold Hill Computers, Netlink, Inc. and Zetaco, Inc.
1030627204
This book was created in 1984. Therefore, today, the products exemplified herein illustrating the writing, interviewing and marketing techniques have become obsolete. Clearly, technology has come a long way since ’84. However, the human art and science of conducting thorough interviews, obtaining appropriate visuals and writing fascinating articles is timeless. By re-releasing this book in 2011 we hope to introduce aspiring interviewer/writers to useful techniques developed over many years.
Each and every company shares a common goal. That goal is to sell products or services to as many customers as possible. In no industry is this goal more challenging than high technology. The number of different vertical market applications is virtually limitless. The technological sophistication and power of the products is awesome.
Yet, many prospective customers possess neither the technical background nor the desire to understand or appreciate the nuances of the built-in sophistication. They simply want answers to the question: “How can the features and associated benefits of this product help me become more productive in my business?” And they want these answers to come from a believable source, in a language they can readily understand.
What better way than to fill the need than with a widely disseminated case history testimonial article containing direct quotes from a satisfied peer? Properly used, the customer case history can be the single most powerful promotional tool available. Well written case histories published in the trade press provide both the credibility to generate a high volume of reference sales and the exposure to significantly enhance public awareness of a company.
The basic scenario of choosing customer interviewees, interviewing them, writing a case history and locating this article in an appropriate publication appears deceptively simple. However, the successful implementation of an effective case history program requires a great deal of forethought--which until now could only be gained through many years of frustrating trial and error.
This book packs two decades of experience producing successful case histories into an easily readable form that can be of value to both novice and expert. It is a rarity to find such references which are customized to the art and science of case history development. Another simple unique characteristic of these information resources is the massive amount of in-field experience upon which they are based. The material has been meticulously gathered during more
than 1,000 case history interview assignments spanning a 20-year period. The techniques have been thoroughly tested and have proven successful in story after story--they work.
If your company is already using the case history approach, this two-book set will help improve cost-effectiveness, turnaround time, article quality and hit percentage of locating stories.
If your company has not yet employed the case history approach, today’s highly competitive environment makes its implementation a necessary supplement to your marketing communications/public relations program.
The 190-page Textbook features an introductory chapter of first-person interviews with nine recognized experts in media communications, from FORTUNE MAGAZINE, Control Data Corporation, Wang Laboratories, COMPUTERWORLD, IBM, Northern Telecom, Codex, Morgan-Grampian Ltd. and GE Information Services. The 350-page Workbook represents a comprehensive case history self-study tool.
Some of the corporations that have used the 2-Book Case History Set are:
Altos Computer, Henco Software, New England Telephone, Amcor Computer, Hewlett Packard, Northern Telecom, Inc., Apollo Computer, Honeywell Information. Systems, Phamis, Inc., Applicon, IBM Corporation, Pilot Executive Software, BGS Systems Inc., Infocom, Stratus Computer, Bolt Beranek & Newman Communications, Information Dimensions, Inc., Teknekron Infoswitch, California Measurements Inc., INS Corporation, Temptronic Corporation, Chromalox, Intergraph Corporation, Texet Corporation, Codex Corporation, Intermec Corporation, The Torrington Company, Computer Corporation of America, Jervis B. Webb Company, Timberlane Software, Inc., C.P.T. Corporation, Kronos, Inc., U.S. Sprint/Isacomm, Inc., Cullinet Software, McCormack & Dodge, Versatec, D & B Computer Services, McLeod-Bishop Systems, West End Film, Inc., GenRad, Mitchell Management Systems, Xerox Corporation, Gold Hill Computers, Netlink, Inc. and Zetaco, Inc.
The Art & Science of Successful Case Histories
Interviewing, writing and marketing communications techniques are analyzed.
This book was created in 1984. Therefore, today, the products exemplified herein illustrating the writing, interviewing and marketing techniques have become obsolete. Clearly, technology has come a long way since ’84. However, the human art and science of conducting thorough interviews, obtaining appropriate visuals and writing fascinating articles is timeless. By re-releasing this book in 2011 we hope to introduce aspiring interviewer/writers to useful techniques developed over many years.
Each and every company shares a common goal. That goal is to sell products or services to as many customers as possible. In no industry is this goal more challenging than high technology. The number of different vertical market applications is virtually limitless. The technological sophistication and power of the products is awesome.
Yet, many prospective customers possess neither the technical background nor the desire to understand or appreciate the nuances of the built-in sophistication. They simply want answers to the question: “How can the features and associated benefits of this product help me become more productive in my business?” And they want these answers to come from a believable source, in a language they can readily understand.
What better way than to fill the need than with a widely disseminated case history testimonial article containing direct quotes from a satisfied peer? Properly used, the customer case history can be the single most powerful promotional tool available. Well written case histories published in the trade press provide both the credibility to generate a high volume of reference sales and the exposure to significantly enhance public awareness of a company.
The basic scenario of choosing customer interviewees, interviewing them, writing a case history and locating this article in an appropriate publication appears deceptively simple. However, the successful implementation of an effective case history program requires a great deal of forethought--which until now could only be gained through many years of frustrating trial and error.
This book packs two decades of experience producing successful case histories into an easily readable form that can be of value to both novice and expert. It is a rarity to find such references which are customized to the art and science of case history development. Another simple unique characteristic of these information resources is the massive amount of in-field experience upon which they are based. The material has been meticulously gathered during more
than 1,000 case history interview assignments spanning a 20-year period. The techniques have been thoroughly tested and have proven successful in story after story--they work.
If your company is already using the case history approach, this two-book set will help improve cost-effectiveness, turnaround time, article quality and hit percentage of locating stories.
If your company has not yet employed the case history approach, today’s highly competitive environment makes its implementation a necessary supplement to your marketing communications/public relations program.
The 190-page Textbook features an introductory chapter of first-person interviews with nine recognized experts in media communications, from FORTUNE MAGAZINE, Control Data Corporation, Wang Laboratories, COMPUTERWORLD, IBM, Northern Telecom, Codex, Morgan-Grampian Ltd. and GE Information Services. The 350-page Workbook represents a comprehensive case history self-study tool.
Some of the corporations that have used the 2-Book Case History Set are:
Altos Computer, Henco Software, New England Telephone, Amcor Computer, Hewlett Packard, Northern Telecom, Inc., Apollo Computer, Honeywell Information. Systems, Phamis, Inc., Applicon, IBM Corporation, Pilot Executive Software, BGS Systems Inc., Infocom, Stratus Computer, Bolt Beranek & Newman Communications, Information Dimensions, Inc., Teknekron Infoswitch, California Measurements Inc., INS Corporation, Temptronic Corporation, Chromalox, Intergraph Corporation, Texet Corporation, Codex Corporation, Intermec Corporation, The Torrington Company, Computer Corporation of America, Jervis B. Webb Company, Timberlane Software, Inc., C.P.T. Corporation, Kronos, Inc., U.S. Sprint/Isacomm, Inc., Cullinet Software, McCormack & Dodge, Versatec, D & B Computer Services, McLeod-Bishop Systems, West End Film, Inc., GenRad, Mitchell Management Systems, Xerox Corporation, Gold Hill Computers, Netlink, Inc. and Zetaco, Inc.
This book was created in 1984. Therefore, today, the products exemplified herein illustrating the writing, interviewing and marketing techniques have become obsolete. Clearly, technology has come a long way since ’84. However, the human art and science of conducting thorough interviews, obtaining appropriate visuals and writing fascinating articles is timeless. By re-releasing this book in 2011 we hope to introduce aspiring interviewer/writers to useful techniques developed over many years.
Each and every company shares a common goal. That goal is to sell products or services to as many customers as possible. In no industry is this goal more challenging than high technology. The number of different vertical market applications is virtually limitless. The technological sophistication and power of the products is awesome.
Yet, many prospective customers possess neither the technical background nor the desire to understand or appreciate the nuances of the built-in sophistication. They simply want answers to the question: “How can the features and associated benefits of this product help me become more productive in my business?” And they want these answers to come from a believable source, in a language they can readily understand.
What better way than to fill the need than with a widely disseminated case history testimonial article containing direct quotes from a satisfied peer? Properly used, the customer case history can be the single most powerful promotional tool available. Well written case histories published in the trade press provide both the credibility to generate a high volume of reference sales and the exposure to significantly enhance public awareness of a company.
The basic scenario of choosing customer interviewees, interviewing them, writing a case history and locating this article in an appropriate publication appears deceptively simple. However, the successful implementation of an effective case history program requires a great deal of forethought--which until now could only be gained through many years of frustrating trial and error.
This book packs two decades of experience producing successful case histories into an easily readable form that can be of value to both novice and expert. It is a rarity to find such references which are customized to the art and science of case history development. Another simple unique characteristic of these information resources is the massive amount of in-field experience upon which they are based. The material has been meticulously gathered during more
than 1,000 case history interview assignments spanning a 20-year period. The techniques have been thoroughly tested and have proven successful in story after story--they work.
If your company is already using the case history approach, this two-book set will help improve cost-effectiveness, turnaround time, article quality and hit percentage of locating stories.
If your company has not yet employed the case history approach, today’s highly competitive environment makes its implementation a necessary supplement to your marketing communications/public relations program.
The 190-page Textbook features an introductory chapter of first-person interviews with nine recognized experts in media communications, from FORTUNE MAGAZINE, Control Data Corporation, Wang Laboratories, COMPUTERWORLD, IBM, Northern Telecom, Codex, Morgan-Grampian Ltd. and GE Information Services. The 350-page Workbook represents a comprehensive case history self-study tool.
Some of the corporations that have used the 2-Book Case History Set are:
Altos Computer, Henco Software, New England Telephone, Amcor Computer, Hewlett Packard, Northern Telecom, Inc., Apollo Computer, Honeywell Information. Systems, Phamis, Inc., Applicon, IBM Corporation, Pilot Executive Software, BGS Systems Inc., Infocom, Stratus Computer, Bolt Beranek & Newman Communications, Information Dimensions, Inc., Teknekron Infoswitch, California Measurements Inc., INS Corporation, Temptronic Corporation, Chromalox, Intergraph Corporation, Texet Corporation, Codex Corporation, Intermec Corporation, The Torrington Company, Computer Corporation of America, Jervis B. Webb Company, Timberlane Software, Inc., C.P.T. Corporation, Kronos, Inc., U.S. Sprint/Isacomm, Inc., Cullinet Software, McCormack & Dodge, Versatec, D & B Computer Services, McLeod-Bishop Systems, West End Film, Inc., GenRad, Mitchell Management Systems, Xerox Corporation, Gold Hill Computers, Netlink, Inc. and Zetaco, Inc.
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Product Details
| BN ID: | 2940012317223 |
|---|---|
| Publisher: | Jason R. Taylor Associates |
| Publication date: | 03/27/2011 |
| Sold by: | Barnes & Noble |
| Format: | eBook |
| Pages: | 181 |
| File size: | 6 MB |
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