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 233 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 and Management in the High Technology Sector written by Domenico Ferreri and published by Praeger. This book was released on 2003-06-30 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aerospace industry has undergone tremendous change in recent years. Always something of an anomaly, due to its critical role in national economies and in national security, the sector has always been distinct from other manufacturing industries in its reliance on high-technology innovation and the shifting sands of private and public investment. Since the end of the Cold War, financial and other crises have led to a spate of mergers and acquisitions, leaving fewer and fewer players in the commercial airplane industry. Meanwhile, some firms exited the business altogether. State-owned companies have been privatized, national firms have been consolidated in some countries, and the first transnational aeronautics conglomerate in Europe, EADS, was founded in 1999. Those left standing must strive to exploit international alliances and their network of horizontal and vertical collaborations in order to gain long-term competitive advantage. How to harness both management strategies and marketing tactics to the cause in the commercial airplane industry is the subject of this book. Primary among the challenges faced by firms is industrial rationalization. How do corporate leaders who are charged with managing newly merged companies integrate distinct corporate cultures, rationalize operations and activities, and eliminate duplication of product and function, while maintaining their focus on gaining competitive advantage in the marketplace? The answer depends on the nature of the firm. Single-sector companies have the advantage of being lean, agile, and quick to react to market forces, while multisector companies have the potential to exploit synergistic relationships among divisions, economies of scale, financial strength, and the balancing of risk. These factors affect companies' behavior not only at the strategic level, but also at the tactical level. This book provides scholars of strategic marketing and management, as well as executives and decision makers in commercial aviation, with the industry background necessary to understand the aeropsace companies' struggle for survival in the newly restructured market.
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 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 Product Strategy for High Technology Companies written by Michael E. McGrath and published by McGraw Hill Professional. This book was released on 2000-11-02 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the key determinants of success for today’s high-technology companies is product strategy—and this guide continues to be the only book on product strategy written specifically for the 21st century high-tech industry. More than 250 examples from technological leaders including IBM, Compaq, and Apple—plus a new focus on growth strategies and on Internet businesses—define how high-tech companies can use product strategy and product platform strategy for competitiveness, profitability, and growth in the Internet age.
Download or read book Strategies for High Tech Firms written by P.M. Rao and published by Routledge. This book was released on 2015-01-28 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.
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 Bringing New Technology to Market written by Kathleen R. Allen and published by Pearson. This book was released on 2003 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive look at the issues related to the commercialization of intellectual property, and contains three major themes that infuse all of the concepts presented: value creation, speed, and entrepreneurship. It enables readers to understand different business models and processes from mainstream types of businesses, and teaches them how to successfully commercialize the intellectual property they develop. The book focuses on management, marketing, product development, and operations strategies that work in a high tech environment. A four-part organization covers: The Foundations of Technology Commercialization, Intellectual Property and Valuation, Financial Strategies for Technology Start-Ups, and The Transition from R&D to Operations. For potential entrepreneurs and corporate venturers.
Download or read book Mastering a New Role written by National Academy of Engineering and published by National Academies Press. This book was released on 1993-02-01 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the changing character of commercial technology development and diffusion in an integrated global economy and its implications for U.S. public policies in support of technological innovation. The volume considers the history, current practice, and future prospects for national policies to encourage economic development through both direct and indirect government support of technological advance.
Download or read book High Tech Entrepreneurship written by Michel Bernasconi and published by Routledge. This book was released on 2013-01-11 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: High-tech businesses form a crucial part of entrepreneurial activity – in some ways presenting very typical examples of entrepreneurship, yet in some ways representing quite different challenges. The uncertainty in innovation and advanced technology makes it difficult to use conventional economic planning models, and also means that the management skills used in this area must be more responsive to issues of risk, uncertainty and evaluation than in conventional business opportunities. Specifically focusing on the mix of theory and practice needed to accurately inform students, the key topics covered include: uncertainty and innovation entrepreneurial finance marketing technological innovations high-tech incubation management. Including case studies to give practical insights into genuine business examples, this comprehensive book has a distinctly ‘real-world’ focus throughout. Edited by a multi-national team, it draws together leading writers and researchers from across Europe, making it a must-read for all those involved in advanced entrepreneurship with specific interests in high-tech start-ups.
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 Management Practices in High Tech Environments written by Jemielniak, Dariusz and published by IGI Global. This book was released on 2008-04-30 with total page 428 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book leads to emergence of new, insufficiently analyzed and described organizational phenomena. Thoroughly studying this from international comparative cross-cultural perspective, Management Practices in High-Tech Environments presents cutting-edge research on management practices in American, European, Asian and Middle-Eastern high-tech companies, with particular focus on fieldwork-driven, but reflective, contributions"--Provided by publisher.
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Marketing High Technology written by William L. Shanklin and published by Free Press. This book was released on 1984 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Market Oriented Technology Management written by Fred Y. Phillips and published by Springer Science & Business Media. This book was released on 2013-03-14 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book develops the fundamentals of technology cycles, technology acquisition, core technology management, and technology policy. These principles enable managers to find, acquire and develop technologies, add value to them, and make profits. Examples taken from high tech companies illustrate the application of these principles in the context of current industry issues. The book has been tested on students undertaking MBA courses at Austins Technology Incubator, Texas, and on managers and executives at Oregons Silicon Forest.The books emphasis on marketing is a distinctive feature.
Download or read book The Rapidly Transforming Chinese High Technology Industry and Market written by Nir Kshetri and published by Elsevier. This book was released on 2008-07-31 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: A number of indicators point to rapid and extraordinary shifts in the Chinese high-technology landscape. This book places special emphasis on ulta-modern and crucial ICT industries in which Chinese players possess a competitive advantage. It analyzes how formal and informal institutions and associated feedback mechanisms have influenced the Chinese high-technology industry and market. Finally, the book deeply investigates the nature, sources and quality of key ingredients related to the Chinese high-technology industry and provides an insight into the status and locus of this industry. - Draws on multiple theoretical lenses for studying the Chinese high technology industry and markets - Focuses on a range of technology industries - Special emphasis is placed on ultra-modern and crucial ICT industries in which Chinese players possess a competitive advantage
Download or read book Time Horizons and Technology Investments written by National Academy of Engineering and published by National Academies Press. This book was released on 1992-02-01 with total page 119 pages. Available in PDF, EPUB and Kindle. Book excerpt: It is frequently argued that U.S. corporations have shorter time horizons for planning and investment than their Japanese and German competitors. This argument, though widely accepted in studies of U.S. competitiveness, has rarely been examined in depth. Time Horizons and Technology Investments explores the evidence that some U.S. corporations consistently select projects biased toward short-term return and addresses factors influencing the time-related preferences of U.S. corporate managers in selecting projects for investment. It makes recommendations to policymakers and managers about policies to mitigate negative external influences and about strategies to remove internal biases toward noncompetitive decisions.
