Fundamentals of High-technology Marketing
Author | : Ira S. Kalb |
Publisher | : K&A Press |
Total Pages | : 347 |
Release | : 1997 |
Genre | : High technology |
ISBN | : 092405008X |
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Author | : Ira S. Kalb |
Publisher | : K&A Press |
Total Pages | : 347 |
Release | : 1997 |
Genre | : High technology |
ISBN | : 092405008X |
Author | : K & A Press |
Publisher | : K&A Press |
Total Pages | : 385 |
Release | : 2002 |
Genre | : |
ISBN | : 092405011X |
Author | : William H. Davidow |
Publisher | : Simon and Schuster |
Total Pages | : 235 |
Release | : 1986-06-02 |
Genre | : Business & Economics |
ISBN | : 1439107556 |
Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies—and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over twenty years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.
Author | : Jakki J. Mohr |
Publisher | : Pearson Prentice Hall |
Total Pages | : 584 |
Release | : 2010 |
Genre | : Business & Economics |
ISBN | : 9780136049968 |
This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Author | : William L. Shanklin |
Publisher | : Lexington Books |
Total Pages | : 390 |
Release | : 1987 |
Genre | : Business & Economics |
ISBN | : 9780669132120 |
To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.
Author | : Patrick Corsi |
Publisher | : John Wiley & Sons |
Total Pages | : 229 |
Release | : 2013-03-04 |
Genre | : Business & Economics |
ISBN | : 1118617657 |
This book provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights and selling and distributing products and services. It also shows how to develop formatted business plans which will prove attractive to investors. It is rare that technology professionals fully understand the esoteric world of marketing and, similarly, few marketers are familiar with advanced technology. As such, this title is uniquely focused on the critical technology/market interface and provides an executive introduction to the competitive marketing of products and services. Modern managers and technology professionals who need to understand marketing in technology-intensive business worlds will find this an indispensable source of information.
Author | : Geoffrey A. Moore |
Publisher | : Harper Collins |
Total Pages | : 254 |
Release | : 2009-03-17 |
Genre | : Business & Economics |
ISBN | : 0061795860 |
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
Author | : Allan Reddy |
Publisher | : Bloomsbury Publishing USA |
Total Pages | : 177 |
Release | : 1997-07-16 |
Genre | : Business & Economics |
ISBN | : 0313008191 |
Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer profile, then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners. Reddy divides the book into eleven chapters and three appendices. Essays introduce the major ideas about the high-tech consumer and look at this consumer in business-to-business marketing. Other chapters look at the Telecommunications Act, the Internet, the importance of quality in high-tech goods, the measurement of high-tech innovators, the global consumer, and distribution considerations. The last chapter presents conclusions and implications for marketers, while the appendices look at research techniques, Internet marketing, and just-in-time retailing. The book has substantive references and author and subject indexes.
Author | : Ira S. Kalb |
Publisher | : K&A Press |
Total Pages | : 301 |
Release | : 1991 |
Genre | : High technology |
ISBN | : 0924050047 |
Author | : Marjolein Visser |
Publisher | : Routledge |
Total Pages | : 809 |
Release | : 2019-11-04 |
Genre | : Business & Economics |
ISBN | : 1000035328 |
Digital Marketing Fundamentals is the first comprehensive digital marketing textbook to cover the entire marketing process. The academic theory behind Digital Marketing, as well as techniques and media, is discussed. Digital Marketing Fundamentals is easy to read and contains many international examples and cases. The Dutch version of this book (Basisboek Online Marketing) has become a standard issue in The Netherlands. In this book, all relevant aspects of digital marketing are addressed: strategic aspects, the use of the Internet for market research, product development and realisation, branding, customer acquisition, customer loyalty and order processing. The book also discusses effective websites and apps, digital analytics and planning, and management. The application of social media and mobile communications is seamlessly integrated into the topics. Digital Marketing Fundamentals is suitable for commercial and management courses in higher education, including universities and business schools, and for professionals working in digital marketing. To request access to the book's online resources, please click here: http://www.digitalmarketing.noordhoff.nl For FAQs: https://www.basisboek-onlinemarketing.nl/faq-lecturers.html