High Tech Marketing

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Marketing High Technology

Author : William H. Davidow
Publisher : Simon and Schuster
ISBN 13 : 1439107556
Total Pages : 235 pages
Book Rating : 4.4/5 (391 download)

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Book Synopsis Marketing High Technology by : William H. Davidow

Download or read book Marketing High Technology written by William H. Davidow and published by Simon and Schuster. This book was released on 1986-06-02 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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

Author : Jakki J. Mohr
Publisher : Pearson Prentice Hall
ISBN 13 : 9780136049968
Total Pages : 584 pages
Book Rating : 4.0/5 (499 download)

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Book Synopsis Marketing of High-technology Products and Innovations by : Jakki J. Mohr

Download or read book Marketing of High-technology Products and Innovations written by Jakki J. Mohr and published by Pearson Prentice Hall. This book was released on 2010 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Successful Marketing Strategy for High-tech Firms

Author : Eric Viardot
Publisher : Artech House
ISBN 13 : 9781580537018
Total Pages : 338 pages
Book Rating : 4.5/5 (37 download)

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Book Synopsis Successful Marketing Strategy for High-tech Firms by : Eric Viardot

Download or read book Successful Marketing Strategy for High-tech Firms written by Eric Viardot and published by Artech House. This book was released on 2004 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.

Strategies for High-Tech Firms

Author : P.M. Rao
Publisher : Routledge
ISBN 13 : 1317459288
Total Pages : 395 pages
Book Rating : 4.3/5 (174 download)

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Book Synopsis Strategies for High-Tech Firms by : P.M. Rao

Download or read book Strategies for High-Tech Firms written by P.M. Rao and published by Routledge. This book was released on 2015-01-28 with total page 395 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.

Strategic Marketing for High Technology Products

Author : Thomas Fotiadis
Publisher : Routledge
ISBN 13 : 1351363808
Total Pages : 211 pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Strategic Marketing for High Technology Products by : Thomas Fotiadis

Download or read book Strategic Marketing for High Technology Products written by Thomas Fotiadis and published by Routledge. This book was released on 2018-05-08 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

In Search of Stupidity

Author : Merrill R. Chapman
Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis In Search of Stupidity by : Merrill R. Chapman

Download or read book In Search of Stupidity written by Merrill R. Chapman and published by . This book was released on 2003-07-08 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Describes influential business philosophies and marketing ideas from the past twenty years and examines why they did not work.

Crossing the Chasm

Author : Geoffrey A. Moore
Publisher : Harper Collins
ISBN 13 : 0061795860
Total Pages : 254 pages
Book Rating : 4.0/5 (617 download)

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Book Synopsis Crossing the Chasm by : Geoffrey A. Moore

Download or read book Crossing the Chasm written by Geoffrey A. Moore and published by Harper Collins. This book was released on 2009-03-17 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Copywriting that Sells High Tech

Author : Janice M. King
Publisher : WriteSpark Press
ISBN 13 : 0976639602
Total Pages : 367 pages
Book Rating : 4.9/5 (766 download)

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Book Synopsis Copywriting that Sells High Tech by : Janice M. King

Download or read book Copywriting that Sells High Tech written by Janice M. King and published by WriteSpark Press. This book was released on 2006 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt:

High-Tech, High-Touch Customer Service

Author : Micah Solomon
Publisher : AMACOM Div American Mgmt Assn
ISBN 13 : 0814417906
Total Pages : 209 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis High-Tech, High-Touch Customer Service by : Micah Solomon

Download or read book High-Tech, High-Touch Customer Service written by Micah Solomon and published by AMACOM Div American Mgmt Assn. This book was released on 2012-05-26 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today's customers are a hard bunch to crack. Time-strapped, screen-addicted, value-savvy, and socially engaged, their expectations are tougher than ever for a business to keep up with. They are empowered like never before and expect businesses to respect that sense of empowermentùlashing out at those that don't. Take heart: Old-fashioned customer service, fully retooled for today's blistering pace and digitally connected reality, is what you need to build the kind loyal customer base that allows you to surviveùand thrive. And High-Tech, High-Touch Customer Service spells out surefire strategies for success in a clear, entertaining, and practical way. Discover: ò Six major customer trends and what they mean for your business ò Eight unbreakable rules for social media customer service ò How to effectively address online complainers and saboteurs on Yelp, Twitter, TripAdvisor, and other forums for user generated content ò The rising power of self-serviceùand how to design it properly ò How to build a company culture that breeds stellar customer service High-Tech, High-Touch Customer Service reveals inside secrets of wildly successful customer service initiatives, from Internet startups to venerable brands, and shows how companies of every stripe can turn casual customers into fervent supporters who will spread the word far and wideùonline and off.

The Emerging High-Tech Consumer

Author : Allan Reddy
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313008191
Total Pages : 177 pages
Book Rating : 4.3/5 (13 download)

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Book Synopsis The Emerging High-Tech Consumer by : Allan Reddy

Download or read book The Emerging High-Tech Consumer written by Allan Reddy and published by Bloomsbury Publishing USA. This book was released on 1997-07-16 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer profile, then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners. Reddy divides the book into eleven chapters and three appendices. Essays introduce the major ideas about the high-tech consumer and look at this consumer in business-to-business marketing. Other chapters look at the Telecommunications Act, the Internet, the importance of quality in high-tech goods, the measurement of high-tech innovators, the global consumer, and distribution considerations. The last chapter presents conclusions and implications for marketers, while the appendices look at research techniques, Internet marketing, and just-in-time retailing. The book has substantive references and author and subject indexes.

Product Strategy for High Technology Companies

Author : Michael E. McGrath
Publisher : McGraw Hill Professional
ISBN 13 : 0071610340
Total Pages : 400 pages
Book Rating : 4.0/5 (716 download)

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Book Synopsis Product Strategy for High Technology Companies by : Michael E. McGrath

Download or read book Product Strategy for High Technology Companies written by Michael E. McGrath and published by McGraw Hill Professional. This book was released on 2000-11-02 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the key determinants of success for today’s high-technology companies is product strategy—and this guide continues to be the only book on product strategy written specifically for the 21st century high-tech industry. More than 250 examples from technological leaders including IBM, Compaq, and Apple—plus a new focus on growth strategies and on Internet businesses—define how high-tech companies can use product strategy and product platform strategy for competitiveness, profitability, and growth in the Internet age.

Managing High-Tech Start-Ups

Author : Duncan MacVicar
Publisher : Butterworth-Heinemann
ISBN 13 : 1483292320
Total Pages : 270 pages
Book Rating : 4.4/5 (832 download)

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Book Synopsis Managing High-Tech Start-Ups by : Duncan MacVicar

Download or read book Managing High-Tech Start-Ups written by Duncan MacVicar and published by Butterworth-Heinemann. This book was released on 2013-10-22 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Managing High-Tech Start-Ups equips engineers with a basic tool-kit for founding a high-tech manufacturing company. It gives would-be entrepreneurs insightful knowledge on how to attack such problems as developing a marketing plan, a sales plan, targets, pricing, hiring a sales force, evaluating marketing results, and correcting problems. The book emphasizes how to correctly identify a problem, so time is spent on its causes and not on its symptoms. Particular emphasis is placed on the marketing aspects of new engineering ventures, since marketing is usually not part of an engineer's experience, yet is so vital in the success or failure of a new venture. The authors take the reader step-by-step through the process of marketing evaluation and developing a product plan.

High Tech Start Up, Revised And Updated

Author : John L. Nesheim
Publisher : Simon and Schuster
ISBN 13 : 0743203356
Total Pages : 348 pages
Book Rating : 4.7/5 (432 download)

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Book Synopsis High Tech Start Up, Revised And Updated by : John L. Nesheim

Download or read book High Tech Start Up, Revised And Updated written by John L. Nesheim and published by Simon and Schuster. This book was released on 2000-09-22 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: This revised and updated edition of Nesheim's underground Silicon Valley bestseller incorporates twenty-three case studies of successful start-ups, including tables of wealth showing how much money founders and investors realized from each venture. The phenomenal success of the initial public offerings (IPOs) of many new internet companies obscures the fact that fewer than six out of 1 million business plans submitted to venture capital firms will ever reach the IPO stage. Many fail, according to start-up expert John Nesheim, because the entrepreneurs did not have access to the invaluable lessons that come from studying the real-world venture experiences of successful companies. Now they do. Acclaimed by entrepreneurs the world over, this practical handbook is filled with hard-to-find information and guidance covering every key phase of a start-up, from idea to IPO: how to create a winning business plan, how to value the firm, how venture capitalists work, how they make their money, where to find alternative sources of funding, how to select a good lawyer, and how to protect intellectual property. Nesheim aims to improve the odds of success for first-time high-tech entrepreneurs, and offers an insider's perspective from firsthand experience on one of the toughest challenges they face -- convincing venture capitalists or investment banks to provide financing. This complete, classic reference tool is essential reading for first-time high-tech entrepreneurs, and entrepreneurs already involved in a start-up who want to increase their chances of success to rise to the top.

The High-Tech CEO

Author : Jan Rosier
Publisher : Routledge
ISBN 13 : 1000530116
Total Pages : 118 pages
Book Rating : 4.0/5 (5 download)

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Book Synopsis The High-Tech CEO by : Jan Rosier

Download or read book The High-Tech CEO written by Jan Rosier and published by Routledge. This book was released on 2022-02-07 with total page 118 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the impact of CEOs on firm performance and focuses on their role in science-based innovation to answer the question, is it possible to lead highly complex R&D projects and innovation that you do not understand? Today, science and technology move so fast that even managers of R&D teams can become quickly disconnected from new developments. Similarly, business leaders may be required to lead organisations with technical knowledge beyond their own expertise. How to manage teams and retain respect and influence is a recognised challenge. Filled with insight from managers and CEOs in science and technology organisations, the book unlocks the skills required to balance the leadership and managerial needs of the organisation, motivate the technical teams and drive successful innovation in new product development environments. Due to the vital role played by experts in a chosen field of technical and scientific expertise, the book also describes what these specialists need and expect from their leaders. The book is required reading for managers in high tech and scientific environments – the CEO, CSO and the R&D manager. It can also be used as a classroom reference book on the management skills required for leading high-tech projects.

Defining Your Market

Author : William Winston
Publisher : Routledge
ISBN 13 : 1317957776
Total Pages : 171 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Defining Your Market by : William Winston

Download or read book Defining Your Market written by William Winston and published by Routledge. This book was released on 2016-01-28 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visionary companies build markets today to be market leaders tomorrow. This book provides the blueprint. Defining Your Market: Winning Strategies for High-Tech, Industrial, and Service Firms contains research, case studies, and literature reviews on market definition to help marketers, managers, researchers, and strategic planners formulate profitable marketing strategies. Timely and practical, this book offers a research-based methodology for defining markets that will help your company determine relevant markets and make it the most competitive business in the industry. Although market definition is the foundation for formulating business strategies and is critical to corporate performance, marketers and top management often rely on intuition or incomplete analyses when targeting markets. This text discusses the marketing methods used by leading companies and executive and provides you with the knowledge to create strategies that will work for your company. Defining Your Market examines the topics that will help your company become more successful now and into the next century, including: customer and competitive-driven market definitions the five core dimensions of market definition-- customer needs, customer groups, technology, products, and competition managerial implications related to strategic planning, formulating the marketing mix, integrating marketing and technology, and global strategy strategies for businesses for redefining markets and successfully competing in the 21st century the impact company size has on marketing strategies how to avoid the dangers of creating a market definition that is too narrow and limiting or one that is too broad and overlooks profitable niches in the market Each chapter of Defining Your Market features exercises that will help you understand new concepts and allows you to put these methods to immediate and profitable use. You will be able to learn about the tools and techniques that work for Andersen Consulting, Dell, General Electric, Intel, Merck, and Microsoft, and dozens of leading business marketers.Defining Your Market provides you with strategies that will help you define and redefine the most relevant and profitable markets for a successful and competitive business.

The Marketing of Technology Intensive Products and Services

Author : Patrick Corsi
Publisher : John Wiley & Sons
ISBN 13 : 1118617657
Total Pages : 229 pages
Book Rating : 4.1/5 (186 download)

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Book Synopsis The Marketing of Technology Intensive Products and Services by : Patrick Corsi

Download or read book The Marketing of Technology Intensive Products and Services written by Patrick Corsi and published by John Wiley & Sons. This book was released on 2013-03-04 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

High-Tech Entrepreneurship

Author : Michel Bernasconi
Publisher : Routledge
ISBN 13 : 1136009027
Total Pages : 304 pages
Book Rating : 4.1/5 (36 download)

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Book Synopsis High-Tech Entrepreneurship by : Michel Bernasconi

Download or read book High-Tech Entrepreneurship written by Michel Bernasconi and published by Routledge. This book was released on 2013-01-11 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: High-tech businesses form a crucial part of entrepreneurial activity – in some ways presenting very typical examples of entrepreneurship, yet in some ways representing quite different challenges. The uncertainty in innovation and advanced technology makes it difficult to use conventional economic planning models, and also means that the management skills used in this area must be more responsive to issues of risk, uncertainty and evaluation than in conventional business opportunities. Specifically focusing on the mix of theory and practice needed to accurately inform students, the key topics covered include: uncertainty and innovation entrepreneurial finance marketing technological innovations high-tech incubation management. Including case studies to give practical insights into genuine business examples, this comprehensive book has a distinctly ‘real-world’ focus throughout. Edited by a multi-national team, it draws together leading writers and researchers from across Europe, making it a must-read for all those involved in advanced entrepreneurship with specific interests in high-tech start-ups.