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Published in:
2018 | OriginalPaper | Chapter
26. Strategic Marketing Consideration for IT Industry
Author : Surendra Prakash Shukla
Published in: Strategic Marketing Issues in Emerging Markets
Publisher: Springer Singapore
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Abstract
Marketing division in Indian IT companies is not being utilized to its full potential. In this chapter, there are suggestions to revamp IT companies’ marketing departments, make them more empowered, and enable them to be part of strategic decision making. Authors will also try to list down key strategic marketing questions faced by both small/mid- and large companies. Response to the questions would be aligned to overall mission and vision of the companies, but authors are trying to give a generic approach. Finally, each strategic question should be part of an organization’s overall short- and long-term strategy.