Publications
Publications
- October 1986 (Revised January 1991)
- HBS Case Collection
Manac Systems International Ltd.
Abstract
Manac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely on personal selling in the channels or invest heavily in a different marketing program, with advertising, a toll-free telephone line, and a money-back guarantee to get small law firms to order the software direct from Manac?
Keywords
Marketing Communications; Marketing Channels; Software; Product Marketing; Information Technology Industry
Citation
Kosnik, Thomas J. "Manac Systems International Ltd." Harvard Business School Case 587-076, October 1986. (Revised January 1991.)