Few marketing professionals, let alone graduating students, are prepared for the breakneck speed of technical marketing communications in today's Internet economy. This book provides that preparation. The ease of publishing content to the Internet has challenged many basic communication principles. Harner and Zimmerman's Technical Marketing Communication offers a conversational, easy-to-follow mix of fundamentals, planning tools, and real-life marketing examples. Harner and Zimmerman first clearly explain the role and responsibility of marketing communication in a technology-filled world. Then they progressively introduce the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. The text is filled with first-hand insights into the successes and failures of technical marketing communication in today's corporate world. Corporate communication teams as well as students can immediately apply these concepts to their next technical marketing project.