ITSMA Plans Two-Day Event for Services Marketers

The Information Technology Services Marketing Association (ITSMA) will host a
two-day development event for services marketing professionals on the role of
marketing communications in building and strengthening customer relationships.

The event will take place on July 21-22 at the Boston Marriott Newton, Newton,

“Approximately 32% of the services marketing budget is spent on marketing
communications but the pay-back is unclear and much of the spending misguided.
A successful marketing communications strategy when executed well creates the
“right” demand, increases sales leads, and enhances customer loyalty,” said
Richard C. Munn, founder and chairman of the ITSMA.

Day one will feature senior level practitioners presenting case studies on the
challenges and tactics involved in successful IT services marketing
communications initiatives. Among some of the initiatives that will be
addressed include positioning, branding, messaging, media selection, analyst
relations, collateral, internal communications, public relations, event and
Web marketing and customer loyalty programs.

Presenters include: Malcolm Frank, senior vice president, marketing, Cambridge
Technology Partners, Jay Pederson, director services marketing, Compaq
Computer Corp.; Jill Totenberg, vice president, marketing and communications,
CSC Index; Susan Whittaker, director, communications, Digital Worldwide
Services; Tom Smith, marketing communications executive, IBM Global Services;
Bill Durling, vice president, The Weber Group, Inc.; and Ted Richman, manager,
Internet marketing, Xerox Corp.

Day two will feature a workshop entitled Dialogue Marketing and the Business-to-Business Relationship. This workshop will help attendees design a marketing
communications strategy that creates demand and sales leads in a coordinated
fashion, while enhancing customer loyalty and increasing positive word of
mouth. The workshop will be led by Allan Steinmetz, senior vice president and
corporate director of marketing for Arthur D. Little.

To register, call ITSMA Events at (800) 404-8762 or register online here. Fees for the two-day events are $1,295
for ITSMA corporate members and $1,795 for all others. One-day rates are also

ITSMA is a research-based, professional association dedicated to advancing the
state of the art of services marketing in the information technology industry.

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