Proceedings of the 5th ACM symposium on Performance evaluation of wireless ad hoc, sensor, and ubiquitous networks
An adaptive computational trust model for mobile ad hoc networks
Proceedings of the 2009 International Conference on Wireless Communications and Mobile Computing: Connecting the World Wirelessly
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Burgeoning IT budgets are competing for shrinking resources. Users have a bewildering array of support and technology options, many outside the traditional IT department. It's never been more important to justify the value of IT and to help users navigate their options, and marketing can be a critical tool. The speakers will explain the basics of marketing, which includes a set of research and communications techniques. Marketing can meet numerous objectives, including helping users understand how IT can help them, developing effective and useful services, promoting services & best practices, improving IT's reputation and determining how to price and package services. We will demonstrate the innovative marketing program at Yale University School of Medicine's IT department. Our marketing program includes a research initiative to enable us to understand our users' needs, evaluate our services, and examine the use of current services and the interest in new ones. We will present examples and give advice on designing and implementing an effective marketing research initiative. A communications initiative is the other component of our marketing program. We use a wide variety of communications media and techniques including mass and targeting emails; posters; brochures; an annual report; Web pages, sites and banner ads; events and presentations; plasma screen 'e-signs' in high traffic areas; videos; and personal contacts. We will provide examples of how we match these tools to a variety of communications needs and how a unified branding system provides coherence across media and messages. Finally, we'll discuss how we maintain our marketing program and the importance of wedding research with communications, drawing implications for IT service providers who wish to begin or improve their own marketing efforts.