In any organization, a communication or promotional strategy serves as a “sub-strategy” that supports a higher-level strategy. The corporate communication strategy of a company serves its overall strategy, while the communication strategy for a market or product promotion serves the objectives and strategy of that particular market or product.

Building a communication strategy and plan involves determining the objectives, targets, priorities, timing and resources for both internal and external communication. Internal communication cis equally as important in the technology sector as external communication. For instance, when launching a new, highly technical product, it is crucial to inform and mobilize an international sales or partner network to explain and defend the new product’s value proposition to market players and customers.

This section explores and illustrates different aspects of communication and promotion strategy and plans in the B2B/B2G high-tech world.