by Public Relations Office
Cedarville, Ohio—Sandra Harner, Cedarville University Professor of English, has joined with Tom Zimmerman of GE Capital to author the book Technical Marketing Communication. Part of the elite Allyn & Bacon Series in Technical Communication, the book is expected to define the field of technical marketing communication. Technical is a conversational, easy-to-follow mix of fundamentals, planning tools, and real-life marketing examples. Harner and Zimmerman explain the role and responsibility of marketing communication in a technology-filled world and introduce the concepts of needs analysis, audience analysis, strategy development, media choices, tactics, and continuous evaluation. The text is filled with first-hand glimpses into the success and failure of technical marketing communication in today’s corporate world. Corporate communication teams, as well as university students, can immediately apply these concepts to their next technical marketing project. The book will hit shelves in December 2001, but can already be found at www.amazon.com. A graduate of Cedarville College and the University of Dayton, Harner has been at Cedarville since 1981. She developed Cedarville’s technical and professional communication major in 1985 and has served as its director since its inception. Harner has been active as a consultant and freelance technical communicator since the early 1980s. She received the Jay R. Gould Award for Excellence in Teaching Technical Communication in 1996 and was named a Society for Technical Communication (STC) Fellow in 2000. She currently serves the STC as Assistant to the President for Academic and Research Programs.