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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 1751-5637
- DOI
- 10.1108/17515631211246230
- Publisher site
- See Article on Publisher Site
Abstract
Purpose – This paper aims to describe strategies to market unified communication products to the business market. Design/methodology/approach – The paper highlights the key definition, benefits and the importance of unified communication products in Malaysia. At the end of the paper, various marketing strategies are suggested to market unified communication products to the business market. Findings – The paper found that there is a need to use the right strategies to market unified communication products to the business market. The use of the right strategies will be able to attract this lucrative market to purchase unified communication products. Research limitations/implications – Results are limited to practitioners involved in technology‐based industries only. Practical implications – The managerial implications suggest several market strategies to market unified communication products, with a great emphasis on the impact of technological means towards this business market. Originality/value – Specific market approaches are proposed as a means to market unified communication products to the business market.
Journal
Business Strategy Series – Emerald Publishing
Published: Jun 29, 2012
Keywords: Malaysia; Unified communication; Business communication; Technology market; Market strategies; Communication technologies; De facto standards