Successful Marketing Strategy For High-Tech Firms / Edition 2

by Eric Viardot, Viardot

Overview

From analyzing competition and identifying market segments, to capitalizing on Internet marketing opportunities and creating valuable after-sale services, this practical new book helps you understand and apply marketing principles that are essential for success in designing high-tech product marketing strategies in today's fiercely competitive international marketplace.

Packed with contemporary real-world examples and focusing on the key success factors behind the management of leading global high-tech firms, the book helps both novice and veteran marketing professionals focus on the critical factors that can determine success or failure for high-tech products. You learn how to objectively evaluate and manage your company's technological and knowledge-based competencies, develop effective product and pricing strategies, more precisely target your marketing efforts, and utilize the very latest distribution and sales channels. Also included is an insightful look at the most effective positioning of the marketing department within the organization, and a step-by-step guide to writing a strategic marketing plan.

Product Details

ISBN-13:	9780890068540
Publisher:	Artech House, Incorporated
Publication date:	07/31/1998
Series:	Artech House Technology Management and Professional Development Series
Edition description:	2nd Revised ed.
Pages:	288
Product dimensions:	6.00(w) x 9.00(h) x 0.81(d)

About the Author

Eric Viardot, Ph.D., is professor of marketing and management strategy at Group CERAM, France

Table of Contents

CONTENTS: What is High-Tech Marketing? Corporate and Marketing Strategy in the High-Technology Industry. Knowing Customers and Markets. Understanding Competitors. Selecting Markets. Product Strategy. Pricing High-Technology Products. Communication Strategy for High-Technology Products. Distributing and Selling High-Technology Products. The Position of Marketing within High-Technology Companies. Key Success Factors of a Marketing Department in a High-Technology Company. The Marketing Plan.

Editorial Reviews

Based on the observation that successful high-technology companies do not necessarily offer the best goods and services, but have the best marketing strategy, recommends making marketing the center of attention, around which pivot research and development, manufacturing, sales, and after-sales service. Explains how managers get dazzled by the technology they produce and claim that it alleviates the necessity of the same marketing strategies and practices needed to sell yogurt or detergents. Annotation c. Book News, Inc., Portland, OR (booknews.com)

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