A prática de marketing e a formação de gestores na indústria de tecnologia da informação
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2005-11-24
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The key market trends in the IT industry cause changes in the marketing strategies and practices of the IT firms. The new IT industry value proposition will have to focus on how it will improve a customer's business. This proposition will require that IT firms understand their client's corporate strategy, and find the most effective business solution, as well as identify the best technologies needed to support that solution. There is a need to study the marketing organization of the IT firms, as well as the skills of their marketing professionals and the best educational programs to develop the marketing skills of the IT professionals. This study discusses these issues, in order to contribute to the education and practices of IT marketing in Brazil.