Successful Marketing Strategy for High-Tech Firmsby Eric Viardot
Pub. Date: 01/28/1995
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 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.
- Artech House, Incorporated
- Publication date:
- The Artech House Professional Development and Technology Management Library
- Edition description:
- Older Edition
- Product dimensions:
- 6.27(w) x 9.35(h) x 0.63(d)
Table of ContentsCONTENTS: What is High-Tech Marketing? Corporate and Marketing Strategy in the High-Technology Industry. Knowing Customers and Markets. Understanding Competitors. Selecting Markets. Product Strategy. Pricing High-Technology Products. Communication Strategy for High-Technology Products. Distributing and Selling High-Technology Products. The Position of Marketing within High-Technology Companies. Key Success Factors of a Marketing Department in a High-Technology Company. The Marketing Plan.
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