Successful Marketing Strategy For High-Tech Firms / Edition 2

Hardcover (Print)
Buy New
Buy New from BN.com
$101.65
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 98%)
Other sellers (Hardcover)
  • All (8) from $1.99   
  • New (2) from $93.40   
  • Used (6) from $1.99   

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.

Read More Show Less

Editorial Reviews

Booknews
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 (booknews.com)
Read More Show Less

Product Details

Table of Contents

Acknowledgments
Introduction
References
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
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)