The Second Edition is Here
High-technology products are introduced in turbulent, chaotic
environments where the odds of success are often low. As a result,
the marketing strategies for high-tech products must be optimized
to enhance the odds of success. Yet, marketing is often not a well-developed
competency in many high-tech firms.
For those who wish to understand best-practices marketing in high-tech
markets, this newly updated book offers practical, thorough advice.
It provides tools and frameworks to develop effective marketing strategies
in high-technology environments.
A sampling of topics covered: leveraging partners to grow market share;
avoiding downward price pressure in high-tech markets; licensing considerations;
adding high-margin services to your high-tech product mix; developing
collaborative strategies between the technical team and the marketing
team; identifying target markets. Additional topics can be found in
the Table of Contents.
Who should use this book?
Readers who will find this book of value include:
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Managers and executives in high-tech companies
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Students (both upper-level undergraduates and graduate
students) in courses on the Marketing or Management of High-Technology
and Innovation
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Executive development programs for business managers
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For comments and suggestions on this web site, send
email to Sanjit Sengupta.
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Purchase the
Book: |
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ISBN:
0-13-141168-3
Publisher: Prentice Hall
Copyright: 2005 |
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