A. Parasuraman and Charles L. Colby write at the start of Techno-Ready Marketing that "Rapid advances in current technologies and the accelerating emergence of new ones are flooding the marketplace with innovative products and services." But despite this onslaught and the importance that the companies involved have placed upon it, they continue, the marketing of related products and services "is by and large being guided by traditional principles that may not be as effective for high-tech companies as they are for their low-tech counterparts."

After four years of research into ways this might be more effectively accomplished, the two developed the concept of Technology Readiness to measure how customers will likely react to such innovations and provide insight that corporations can use to subsequently practice the "techno-ready marketing" necessary to capture the public's attention. 

Parasuraman, the University of Miami's James W. McLamore Professor of Marketing, and Colby, president of a market research and consulting firm that specialises in technology, present a scholarly discussion of the process followed by a section on its practical utilisation that is filled with useful case studies from both historical and con temporary operations.