FUTURE EVENTS

Thurs 14 Oct 2010
Marketing Technology as a Service

Join us for a masterclass with Laurie Young - one of the UK’s best known marketing authors.

This Masterclass will look at a paradox: in a world where added value services increasingly dominate, and where some of the largest and most successful companies are technology companies, why is the marketing of technology services so underdeveloped?

Books and conferences have been produced on the marketing of consumer services, hospitality services, financial services and professional services. Very little has been said about marketers who routinely deal with the work of engineers. Yet they include some of the largest and most famous businesses in the world: IBM, BT, Fujitsu, Ericsson, Michelin, Virgin, Nokia and HP.

Marketing in technology sectors has been generally erratic and inconsistent. In some
businesses it is depressingly tactical. “Creating a service inside a technology firm has been a little like high school biology. Students are shown a frog, which jumps and croaks. They are taught about its physiology and evolution. They are then shown how to slap it down and dissect it. They can see how the tendons interconnect and where all the internal organs are. Yet, once they are finished, they are left with a dead frog”.

This Masterclass explores the developing expertise of leaders in this field. It weaves sound academic research, developing concepts and fascinating case studies into a profound and challenging picture of a group of companies undergoing remarkable change. It demonstrates that the best in this fascinating sector are not only putting in place the essential basics of good service marketing; they are also developing organisational expertise and harnessing innovative, creative insight to offer attractive,
profitable, and branded services to their customers.

A former global marketing partner of PwC, Laurie has held senior positions with BT and Unisys. He also founded, built and sold his own consultancy company, and now divides his time between consultancy work, teaching, public speaking and writing. He has published over a hundred articles and six books, the latest of which has just been launched: “Marketing Technology as a Service”.

Every attendee of the Masterclass will receive a copy of the book.

Venue: ARM
Date: 14th October 2010
18:00 registration
18:30 presentation
Finishes at 20:00 approx
Cost: £25 members, £35 non-members.
Prices include VAT.

Tues 23 Nov 2010
Mining Twitter
Guy Singh, Linguamatics

Twitter feeds provide a valuable source of insight into public opinion on a variety of issues. Guy Singh, Senior Product Manager at Linguamatics presents his experience into the serious side of Twitter. He will highlight case studies which reveal the response of Twitterers to some key 2010 events, including the televised UK election debates, the Haiti earthquake appeal, Obama's healthcare reforms and swine flu vaccination.

For further information and to book
please click here

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