Successful Marketing Strategy For High-Tech Firms / Edition 2

Successful Marketing Strategy For High-Tech Firms / Edition 2

by Eric Viardot
     
 

ISBN-10: 0890068542

ISBN-13: 9780890068540

Pub. Date: 07/31/1998

Publisher: Artech House, Incorporated

From analyzing competition and identifying market segments, to capitalizing on Internet marketing opportunities and creating valuable after-sale services, this practical new book helps you understand and apply marketing principles that are essential for success in designing high-tech product marketing strategies in today's fiercely competitive international…  See more details below

Overview

From analyzing competition and identifying market segments, to capitalizing on Internet marketing opportunities and creating valuable after-sale services, this practical new book helps you understand and apply marketing principles that are essential for success in designing high-tech product marketing strategies in today's fiercely competitive international marketplace.

Packed with contemporary real-world examples and focusing on the key success factors behind the management of leading global high-tech firms, the book helps both novice and veteran marketing professionals focus on the critical factors that can determine success or failure for high-tech products. You learn how to objectively evaluate and manage your company's technological and knowledge-based competencies, develop effective product and pricing strategies, more precisely target your marketing efforts, and utilize the very latest distribution and sales channels. Also included is an insightful look at the most effective positioning of the marketing department within the organization, and a step-by-step guide to writing a strategic marketing plan.

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Product Details

ISBN-13:
9780890068540
Publisher:
Artech House, Incorporated
Publication date:
07/31/1998
Series:
Artech House Technology Management and Professional Development Series
Pages:
288
Product dimensions:
6.00(w) x 9.00(h) x 0.81(d)

Table of Contents

Acknowledgments
Introduction
References
1What Is High-Tech Marketing?1
2Corporate and Marketing Strategy in the High-Tech Industry19
3Knowing Customers and Markets63
4Understanding Competitors91
5Selecting Markets113
6Product Strategy135
7Pricing High-Tech Products163
8Communication Strategy for High-Tech Products181
9Distributing and Selling High-Tech Products197
10The Position of Marketing Within High-Tech Companies223
App. AKey Success Factors of a Marketing Department in a High-Tech Company245
App. BThe Marketing Plan249
About the Author255
Index257

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