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Strategies for High-Tech Firms: Marketing, Economic, and Legal Issues
     

Strategies for High-Tech Firms: Marketing, Economic, and Legal Issues

by P.M. Rao, Joseph A. Klein
 

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ISBN-10: 0765617978

ISBN-13: 9780765617972

Pub. Date: 04/30/2013

Publisher: Taylor & Francis

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.

Overview

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.

Product Details

ISBN-13:
9780765617972
Publisher:
Taylor & Francis
Publication date:
04/30/2013
Pages:
248
Product dimensions:
9.20(w) x 7.50(h) x 0.80(d)

Table of Contents

Preface 1. Sustaining Competitive Advantage in a High-Tech Environment 2. Analytical Tools for Marketing High-Tech 3. Pricing Strategies for High-Tech Products and Services 4. IP Primer: A Legal Perspective 5. Inter-Firm Technology Transfers and Collaboration 6. Product and Promotion Strategies in High-Tech Firms 7. Externalities and Ethics: The Social Impact of Technology and How High-Tech Firms' Responses May Intertwine with Their Marketing Strategy 8. Global Dimensions of High-Tech Firm Strategies: The Case of the Pharmaceutical Industry

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