Successful Marketing Strategy For High Tech Firms Book in PDF, ePub and Kindle version is available to download in english. Read online anytime anywhere directly from your device. Click on the download button below to get a free pdf file of Successful Marketing Strategy For High Tech Firms book. This book definitely worth reading, it is an incredibly well-written.
Successful Marketing Strategy for High-tech Firms by Eric Viardot Pdf
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.
Strategies for High-Tech Firms by P.M. Rao,Joseph A. Klein Pdf
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.
Defining Your Market by William Winston,Art Weinstein Pdf
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.
Product Strategy for High Technology Companies by Michael McGrath Pdf
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.
Marketing of High-technology Products and Innovations by Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater Pdf
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.
The Emerging High-Tech Consumer by Allan Reddy Pdf
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.
Strategies for High-Tech Firms by P.M. Rao,Joseph A. Klein Pdf
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.
The Marketing of Technology Intensive Products and Services by Patrick Corsi,Mike Dulieu Pdf
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.
The Handbook of Technology Management, Supply Chain Management, Marketing and Advertising, and Global Management by Hossein Bidgoli Pdf
The discipline of technology management focuses on the scientific, engineering, and management issues related to the commercial introduction of new technologies. Although more than thirty U.S. universities offer PhD programs in the subject, there has never been a single comprehensive resource dedicated to technology management. "The Handbook of Technology Management" fills that gap with coverage of all the core topics and applications in the field. Edited by the renowned Doctor Hossein Bidgoli, the three volumes here include all the basics for students, educators, and practitioners
Author : William H. Davidow Publisher : Simon and Schuster Page : 235 pages File Size : 51,6 Mb Release : 1986-06-02 Category : Business & Economics ISBN : 9781439107553
Marketing High Technology by William H. Davidow Pdf
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.
What Every Engineer Should Know About Starting a High-Tech Business Venture by Eric Koester Pdf
Written by an experienced business lawyer in the technology, scientific and engineering community, this publication is for the engineer with an innovative high-tech idea or concept who needs those crucial business insights and strategies to move that idea forward. It offers key analysis on how to leave a current employer, gain access to technologies and potential talent, and considers other issues that can reduce problems down the road. It even includes a step-by-step guide for accessing and protecting intellectual property at the earliest stages. To assist in the fundraising process, this resource explores all the available options to capitalize a business – from self-funding, to bootstrapping, to angel investors, to venture capital to government grants, to bank loans, to joint ventures. It also looks at the best ways to form a company so as to take advantage of various tax and business strategies, discusses compensation of employees with stock options or restricted stock plans, explains how an emerging company can expand internationally, and covers some key exit strategies such as an IPO or a merger/acquisition. It covers most everything a new technology business will face including hiring, firing, contracts, leases, loans, and product warranties. As you read, you will find this book is full of the stuff that engineers love: statistics, data, tools, spreadsheets, and research. But it also full of the anecdotal evidence and practical advice needed to stay the course. Now is a tremendous time for entrepreneurship. Although there have been periodic slowdowns in the economy, if you believe in a future, high-tech is the future in which to believe. This book is part of the Taylor & Francis/CRC Press series "What Every Engineer Should Know About... . Like the other books in the series, it is designed to provide you with important knowledge that will help you along your career path. This one will also help you make that path your own.
With intensifying competitive activity and continuing budget constraints, technology marketing teams are under pressure to be more accountable and deliver measurable results that demonstrate an effective return on investment. To add to the complexity, the market for technology products and services is global, with continuing growth in both developed and developing territories. Taking Technology to the Market provides a practical guide to the critical success factors in marketing technology. It uses a project-based approach, providing comprehensive guidelines for key strategic and tactical marketing programmes. The book will help you improve your chances of developing a winning marketing programme by providing essential steps to success and insight into best practice. Individual chapters provide self-contained guides to planning specific marketing tasks. The range of tasks covers the most common challenges facing marketing teams in technology companies. The book will help you understand the key success factors for overcoming a range of marketing challenges and give you the tools to put specific programmes into action quickly and effectively. The technology sector is a global business characterised by short product cycles, rapid change, longer-term customer relationships, complex decision-making processes, high levels of collaboration and partnership with customers and the supply chain, diverse channels to market and an emphasis on the value of information. These factors make the marketing of technology products and services a distinct discipline within the overall marketing spectrum to which Taking Technology to the Market is the definitive guide.
Tickle: Digital Marketing for Technology Companies by Peter Thomson Pdf
Tickle is a guide to digital brand strategy. The book shows companies how to improve their reputation online and to build relationships with important customers. Tickle includes tips and tricks from the fields of public relations, advertising, marketing, sales and customer psychology. The book is based on interviews with successful tech startups and global software companies in London, Auckland, Sydney and Silicon Valley. Social media can now be used to research and build relationships with high value customers. This is allowing a new breed of sales teams to target their prospects in increasingly inventive ways. Today's marketing team is using the full arsenal of public relations, targeted advertising and personalised content. Tickle contains secrets from cutting edge PR, advertising and digital experts who are building relationships one person at a time. Tickle includes an eight step process for embedding customer focused social media into your organisation. You will learn how to build your brand online: 1. Hygiene - Do you have your house in order? 2. Audit - Where do your customers already spend time? 3. Plan - Where to play and how to win? 4. Listen - Your customers are talking about you right now, are you listening? 5. Curate - People who just talk about themselves are boring, share interesting content from wherever you find it. 6. Create - Content drives conversations. 7. Host - Customers talking to each other in a setting that you created will do your job of marketing for you. 8. Convert - An escalating transaction model where you start with small purchases and build them into a large sale.