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Technical Marketing Communication.(Book Review)
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Business Communication Quarterly
- Article date:
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September 1, 2005
- Author:
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Copyright informationCOPYRIGHT 2005 Association for Business Communication. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Technical Marketing Communication
Sandra Harner and Tom Zimmerman. New York: Pearson, 2002. 236 pages.
HARNER AND ZIMMERMAN SURVEY the field of marketing communications for technology firms and claim to "provide the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy" (back cover). They stress that "successful technical marketing communication [is] clearly understood by a targeted audience, valued for its content, and clear in its actionable directions" (p. 227). This definition, however, may seem incomplete to some practitioners, who might want to add the phrase, "and effective at reaching its goals." Still, ...
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