Download or read book Marketing High Technology written by William H. Davidow and published by Simon and Schuster. This book was released on 1986-06-02 with total page 235 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Marketing of High technology Products and Innovations written by Jakki J. Mohr and published by Pearson Prentice Hall. This book was released on 2010 with total page 584 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Marketing High Technology Services written by Colin V Sowter and published by Routledge. This book was released on 2018-02-06 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.

Download or read book Marketing High Technology Services written by Colin V. Sowter and published by Gower Publishing, Ltd.. This book was released on 2000 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.

Download or read book The Marketing of Technology Intensive Products and Services written by Patrick Corsi and published by John Wiley & Sons. This book was released on 2013-03-04 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Marketing High Technology Services written by Colin V Sowter and published by Routledge. This book was released on 2018-02-06 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.

Download or read book Successful Marketing Strategy for High tech Firms written by Eric Viardot and published by Artech House. This book was released on 2004 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.

Download or read book Essentials of Marketing High Technology written by William L. Shanklin and published by Lexington Books. This book was released on 1987 with total page 390 pages. Available in PDF, EPUB and Kindle. Book excerpt: To learn more about Rowman & Littlefield titles please visit us at www.rowmanlittlefield.com.

Download or read book Marketing High Technology written by William L. Shanklin and published by . This book was released on 1984 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Strategic Marketing for High Technology Products written by Thomas Fotiadis and published by Routledge. This book was released on 2018-05-08 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments. It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.

Download or read book Fundamentals of High technology Marketing written by Ira S. Kalb and published by K&A Press. This book was released on 1997 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Crossing the Chasm written by Geoffrey A. Moore and published by Harper Collins. This book was released on 2009-03-17 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Defining Your Market written by William Winston and published by Routledge. This book was released on 2016-01-28 with total page 171 pages. Available in PDF, EPUB and Kindle. Book excerpt: Visionary companies build markets today to be market leaders tomorrow. This book provides the blueprint. Defining Your Market: Winning Strategies for High-Tech, Industrial, and Service Firms contains research, case studies, and literature reviews on market definition to help marketers, managers, researchers, and strategic planners formulate profitable marketing strategies. Timely and practical, this book offers a research-based methodology for defining markets that will help your company determine relevant markets and make it the most competitive business in the industry. Although market definition is the foundation for formulating business strategies and is critical to corporate performance, marketers and top management often rely on intuition or incomplete analyses when targeting markets. This text discusses the marketing methods used by leading companies and executive and provides you with the knowledge to create strategies that will work for your company. Defining Your Market examines the topics that will help your company become more successful now and into the next century, including: customer and competitive-driven market definitions the five core dimensions of market definition-- customer needs, customer groups, technology, products, and competition managerial implications related to strategic planning, formulating the marketing mix, integrating marketing and technology, and global strategy strategies for businesses for redefining markets and successfully competing in the 21st century the impact company size has on marketing strategies how to avoid the dangers of creating a market definition that is too narrow and limiting or one that is too broad and overlooks profitable niches in the market Each chapter of Defining Your Market features exercises that will help you understand new concepts and allows you to put these methods to immediate and profitable use. You will be able to learn about the tools and techniques that work for Andersen Consulting, Dell, General Electric, Intel, Merck, and Microsoft, and dozens of leading business marketers.Defining Your Market provides you with strategies that will help you define and redefine the most relevant and profitable markets for a successful and competitive business.

Download or read book Professional Services Marketing written by Mike Schultz and published by John Wiley & Sons. This book was released on 2013-06-04 with total page 373 pages. Available in PDF, EPUB and Kindle. Book excerpt: A proven approach to revenue-generating marketing and client development Professional Services Marketing is a fully field-tested and research-based approach to marketing and client development for professional services firms. The book, now in its Second Edition, covers five key areas that are critical for firms that want to grow and become more profitable: creating a marketing and growth strategy; establishing a brand and reputation; implementing a marketing communications program; executing lead generation strategies; and developing business by winning new clients. You will also read real-world case studies that illustrate major points, as well as quotes and stories from well-respected professionals in the industry. The Second Edition features new research and updates throughout, including new chapters on social media and online marketing, as well as new case studies and interviews Authors Mike Schultz and John E. Doerr are the coauthors of the Wall Street Journal and Inc. Magazine bestseller Rainmaking Conversations and Professional Services Marketing; Lee W. Frederiksen is coauthor of Online Marketing for Professional Services Will be widely promoted via multiple online routes and direct mail marketing Firms of any size can use this proven approach to marketing and client development to attract new clients and grow their professional service businesses.

Download or read book Marketing High Technology written by William H. Davidow and published by Simon and Schuster. This book was released on 1986-06-02 with total page 232 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book Leading Edge Marketing written by Veronica Williams and published by . This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the cost of introducing new technology products growing higher and higher, and the risks of failure becoming more severe, vendors, venture capitalists and entrepreneurs are realizing the need for creative and highly effective marketing more and more. Yet, they are often not prepared or equipped to efficiently conceive and deliver products that people are willing to pay for. Moreover, companies are often unable or unwilling to pay for outside help. Industry players often engage without a comprehensive and viable marketing and sales plan. They rely upon conferences, trade shows, advertising agencies, books, the Internet and even analysts to help them sell their products. As technology marketing continues to mature, industry players need more than an analysis of the chasm between capabilities and customers and other idiosyncrasies of the market. Marketers need a blueprint on how to proceed. High Tech Marketing: Turning Technology into Value is intended to provide it. The author presents complex and creative strategies as well as effective, proven methods and techniques to show how technology can help identify products with potential to deliver life-cycle profits as well facilitate the realization of that potential. The book will present both the techniques needed and the end-to-end process that should be followed for businesses to achieve success through high tech marketing. This book explains how a combination of traditional and high tech marketing techniques can be applied to build a customer base and deliver profits. It explains how to define, produce and deliver products and services. This includes understanding and implementing pricing and distribution strategies, the product life cycle and more. After reading this book the marketer should be equipped to develop and engage in a comprehensive marketing effort.

Download or read book Proceedings of the 1985 Academy of Marketing Science AMS Annual Conference written by Naresh K. Malhotra and published by Springer. This book was released on 2015-05-05 with total page 481 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume includes the full proceedings from the 1985 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.