Marketing of High-technology Products and Innovations - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing of High-technology Products and Innovations write by Jakki J. Mohr. This book was released on 2010. Marketing of High-technology Products and Innovations available in PDF, EPUB and Kindle. This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Strategic Marketing for High Technology Products
Strategic Marketing for High Technology Products - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Strategic Marketing for High Technology Products write by Thomas Fotiadis. This book was released on 2018-05-08. Strategic Marketing for High Technology Products available in PDF, EPUB and Kindle. In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments. It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.
The Marketing of Technology Intensive Products and Services
The Marketing of Technology Intensive Products and Services - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Marketing of Technology Intensive Products and Services write by Patrick Corsi. This book was released on 2013-03-04. The Marketing of Technology Intensive Products and Services available in PDF, EPUB and Kindle. This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.
Marketing High Technology
Marketing High Technology - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing High Technology write by William H. Davidow. This book was released on 1986-06-02. Marketing High Technology available in PDF, EPUB and Kindle. Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies—and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over twenty years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.
Marketing of High-Technology Products and Innovations
Marketing of High-Technology Products and Innovations - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Marketing of High-Technology Products and Innovations write by Mohr. This book was released on 2006-09. Marketing of High-Technology Products and Innovations available in PDF, EPUB and Kindle.
