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Marketing High Technology Services
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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.
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.
Book Synopsis Marketing High Technology Services by : Colin V Sowter
Download or read book Marketing High Technology Services written by Colin V Sowter and published by Routledge. This book was released on 2018-02-06 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.
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.
Book Synopsis Marketing High Technology Services by : Colin V Sowter
Download or read book Marketing High Technology Services written by Colin V Sowter and published by Routledge. This book was released on 2018-02-06 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.
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.
Book Synopsis Marketing High Technology by : William L. Shanklin
Download or read book Marketing High Technology written by William L. Shanklin and published by . This book was released on 1984 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Essentials of Marketing High Technology by : William L. Shanklin
Download or read book Essentials of Marketing High Technology written by William L. Shanklin and published by Lexington Books. This book was released on 1987 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
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.
Book Synopsis Fundamentals of High-technology Marketing by : Ira S. Kalb
Download or read book Fundamentals of High-technology Marketing written by Ira S. Kalb and published by K&A Press. This book was released on 1997 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Engineering for Profit by : O. J. Strock
Download or read book Engineering for Profit written by O. J. Strock and published by CRC Press. This book was released on 1994-09-09 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: A highly successful design engineer, who is also a marketeer, gives us the benefit of his years of experience in helping to market high-tech products profitably. A unique feature of the book is the Model Proposal-a detailed presentation of a marketing sequence on a successful bid effort, to assist you in developing a winning proposal. Strock outlines the role of each team player in getting a successful sales contract: the product designer, the customer, the marketing director, the engineer in a part-time marketing role (the marketeer), the proposal manager, and the service team. Engineering for Profit provides information for marketing such high-tech products and systems as airplanes, computers, electronic instruments, engines and turbines, satellites and other space vehicles, lasers, medical equipment, navigation systems, and numerous other devices. Two hypothetical companies, DACCO and WACKY, are used to illustrate specific examples of mistakes and corrective actions. Although there are no such companies as DACCO and WACKY, all the example mistakes and successes are real!
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 232 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.
Book Synopsis Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference by : Naresh K. Malhotra
Download or read book Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference written by Naresh K. Malhotra and published by Springer. This book was released on 2015-05-05 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1985 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Book Synopsis Leading Edge Marketing by : Veronica Williams
Download or read book Leading Edge Marketing written by Veronica Williams and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the cost of introducing new technology products growing higher and higher, and the risks of failure becoming more severe, vendors, venture capitalists and entrepreneurs are realizing the need for creative and highly effective marketing more and more. Yet, they are often not prepared or equipped to efficiently conceive and deliver products that people are willing to pay for. Moreover, companies are often unable or unwilling to pay for outside help. Industry players often engage without a comprehensive and viable marketing and sales plan. They rely upon conferences, trade shows, advertising agencies, books, the Internet and even analysts to help them sell their products. As technology marketing continues to mature, industry players need more than an analysis of the chasm between capabilities and customers and other idiosyncrasies of the market. Marketers need a blueprint on how to proceed. High Tech Marketing: Turning Technology into Value is intended to provide it. The author presents complex and creative strategies as well as effective, proven methods and techniques to show how technology can help identify products with potential to deliver life-cycle profits as well facilitate the realization of that potential. The book will present both the techniques needed and the end-to-end process that should be followed for businesses to achieve success through high tech marketing. This book explains how a combination of traditional and high tech marketing techniques can be applied to build a customer base and deliver profits. It explains how to define, produce and deliver products and services. This includes understanding and implementing pricing and distribution strategies, the product life cycle and more. After reading this book the marketer should be equipped to develop and engage in a comprehensive marketing effort.
Book Synopsis Marketing of High-Technology Products and Innovations by : Mohr
Download or read book Marketing of High-Technology Products and Innovations written by Mohr and published by Pearson Education India. This book was released on 2006-09 with total page 476 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis High-Tech Marketing Simplified by : Ted Marena
Download or read book High-Tech Marketing Simplified written by Ted Marena and published by . This book was released on 2022-09-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everything I have experienced in my extensive career in semiconductors and various technical roles is in this book. High-Tech Marketing Simplified is entirely based on my technical background, extensive marketing and sales experience. This book provides specific details for technology products and expands upon the 7 steps I defined in my previous book, Marketing Simplified: An experience based step-by-step guide to grow sales. I've written this book to share the additional details required for technical and semiconductor marketing and business development. More than just a guide on how to execute a technical product promotional campaign, High-Tech Marketing Simplified encompasses marketing activities from product inception to customer sales and support.
Book Synopsis Marketing IT Products and Services by : Jessica Keyes
Download or read book Marketing IT Products and Services written by Jessica Keyes and published by CRC Press. This book was released on 2009-09-14 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Characterized by lightning quick innovation, abrupt shifts in technology, and shorter lifecycles, the marketing of IT products and services presents a unique set of challenges and often requires IT managers and developers to get involved in the marketing process. Marketing IT Products and Services is written to help busy IT managers and marketing m
