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Record Nr. |
UNINA9910810539403321 |
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Autore |
Viardot Eric |
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Titolo |
Successful marketing strategy for high-tech firms / / Eric Viardot |
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Pubbl/distr/stampa |
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Boston, Mass., : Artech House, c2004 |
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ISBN |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (322 p.) |
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Collana |
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Artech House technology management and professional development library |
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Disciplina |
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Soggetti |
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High technology - Marketing |
Technological innovations - Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Successful Marketing Strategy for High-Tech Firms; Contents; Introduction xi; Acknowledgments xv; 1 -- The Meaning of Marketing for High-Tech Firms; 2 -- Corporate and Marketing Strategies in the High-Tech Industry; 3 -- Knowing Customers and Markets; 4 -- Understanding Competitors; 5 -- Selecting Markets; 6 -- Product Strategy; 7 -- Distributing and Selling High-Tech Products; 8 -- Communication Strategy for High-Tech Products; 9 -- Pricing High-Tech Products; 10 -- The Position of Marketing Within High-Tech Companies; Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company. |
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Sommario/riassunto |
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