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• catalog abstract ""This revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand-new material includes detailed case studies that teach the hard-learned lessons that have enabled such high-tech giants as Yahoo, IBM, Cisco, Nokia, Samsung, and eBay to come out of the tech market meltdown stronger and more competitive. You learn how to develop innovative product offers that connect to actual customer needs so your organization can create new wealth and develop new markets." "You discover how to identify customer needs so your organization is able to outsmart competition by marketing the right product at the right time. This timely resource shows you how to objectively evaluate your organization's technologies, develop effective product line strategies, precisely target marketing efforts, and design the most profitable distribution, communication, and pricing strategies. Both entry-level and veteran marketing professionals can benefit from the author's insight into effectively positioning the marketing function in a high-tech organization, as well as the book's step-by-step guide to crafting a marketing plan. The third edition also explains the current high-tech business reality, where pricing is the ultimate step in formulating an effective marketing mix."--Jacket.".
• catalog contributor b13289312.
• catalog created "c2004.".
• catalog date "2004".
• catalog date "c2004.".
• catalog dateCopyrighted "c2004.".
• catalog description ""This revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand-new material includes detailed case studies that teach the hard-learned lessons that have enabled such high-tech giants as Yahoo, IBM, Cisco, Nokia, Samsung, and eBay to come out of the tech market meltdown stronger and more competitive. You learn how to develop innovative product offers that connect to actual customer needs so your organization can create new wealth and develop new markets." "You discover how to identify customer needs so your organization is able to outsmart competition by marketing the right product at the right time. This timely resource shows you how to objectively evaluate your organization's technologies, develop effective product line strategies, precisely target marketing efforts, and design the most profitable distribution, communication, and pricing strategies. Both entry-level and veteran marketing professionals can benefit from the author's insight into effectively positioning the marketing function in a high-tech organization, as well as the book's step-by-step guide to crafting a marketing plan. The third edition also explains the current high-tech business reality, where pricing is the ultimate step in formulating an effective marketing mix."--Jacket.".
• catalog description "Includes bibliographical references and index.".
• catalog description "The Meaning of Marketing for High-Tech Firms -- What is marketing? -- What is a high-tech product? -- The incorporation of sophisticated technology -- A short life cycle -- Innovation: evolution and revolution -- High investments in research and development -- Market specificity -- Product diversity in high technology -- Government involvement in the high-tech sector -- What is high-tech marketing? -- Corporate and Marketing Strategies in the High-Tech Industry -- The company's mission and vision in the high-tech industry -- The strategic dimensions of technology -- The technologies' life cycles -- The introduction phase of technology: why are companies usually unable to anticipate the market impact of technologies? -- The growth phase of technology: how do you establish a technological standard? -- Technology as a strategic resource competence -- The physical and virtual value chain model -- The technology portfolio -- Managing technology as a core competence -- Developing technology competence through external growth -- Relabeling -- Licensing -- External research contracts -- Hiring from the industry -- Alliances -- Joint ventures -- Acquisition -- Marketing strategy and marketing plan for high-tech products -- Situation analysis for high-tech firms -- Targeting market(s) and designing the marketing mix -- Action programs -- Monitoring procedures -- Knowing Customers and Markets -- Determining the customer's buying behavior -- Purchasing factors for high-tech consumer products.".
• catalog extent "xvi, 304 p. :".
• catalog identifier "1580537006 (alk. paper)".
• catalog isPartOf "Artech House technology management and professional development library".
• catalog issued "2004".
• catalog issued "c2004.".
• catalog language "eng".
• catalog publisher "Boston : Artech House,".
• catalog subject "620/.0068/8 22".
• catalog subject "HC79.H53 V5 2004".
• catalog subject "High technology Marketing.".
• catalog subject "Technological innovations Marketing.".
• catalog tableOfContents "The Meaning of Marketing for High-Tech Firms -- What is marketing? -- What is a high-tech product? -- The incorporation of sophisticated technology -- A short life cycle -- Innovation: evolution and revolution -- High investments in research and development -- Market specificity -- Product diversity in high technology -- Government involvement in the high-tech sector -- What is high-tech marketing? -- Corporate and Marketing Strategies in the High-Tech Industry -- The company's mission and vision in the high-tech industry -- The strategic dimensions of technology -- The technologies' life cycles -- The introduction phase of technology: why are companies usually unable to anticipate the market impact of technologies? -- The growth phase of technology: how do you establish a technological standard? -- Technology as a strategic resource competence -- The physical and virtual value chain model -- The technology portfolio -- Managing technology as a core competence -- Developing technology competence through external growth -- Relabeling -- Licensing -- External research contracts -- Hiring from the industry -- Alliances -- Joint ventures -- Acquisition -- Marketing strategy and marketing plan for high-tech products -- Situation analysis for high-tech firms -- Targeting market(s) and designing the marketing mix -- Action programs -- Monitoring procedures -- Knowing Customers and Markets -- Determining the customer's buying behavior -- Purchasing factors for high-tech consumer products.".
• catalog title "Successful marketing strategy for high-tech firms / Eric Viardot.".
• catalog type "text".