Successful Marketing Strategy For High-Tech Firms / Edition 2

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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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Editorial Reviews

Based on the observation that successful high-technology companies do not necessarily offer the best goods and services, but have the best marketing strategy, recommends making marketing the center of attention, around which pivot research and development, manufacturing, sales, and after-sales service. Explains how managers get dazzled by the technology they produce and claim that it alleviates the necessity of the same marketing strategies and practices needed to sell yogurt or detergents. Annotation c. Book News, Inc., Portland, OR (
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Product Details

Table of Contents

1 What Is High-Tech Marketing? 1
2 Corporate and Marketing Strategy in the High-Tech Industry 19
3 Knowing Customers and Markets 63
4 Understanding Competitors 91
5 Selecting Markets 113
6 Product Strategy 135
7 Pricing High-Tech Products 163
8 Communication Strategy for High-Tech Products 181
9 Distributing and Selling High-Tech Products 197
10 The Position of Marketing Within High-Tech Companies 223
App. A Key Success Factors of a Marketing Department in a High-Tech Company 245
App. B The Marketing Plan 249
About the Author 255
Index 257
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