Successful marketing strategy for high-tech firms
著者
書誌事項
Successful marketing strategy for high-tech firms
（The Artech House technology management and professional development library / Bruce Elbert, series editor）
Artech House, c2004
3rd ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This extensively revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand new material includes detailed case studies that teach the hard-learn lessons that have enabled such high-tech giants as eBay, Yahoo, IBM, Cisco, and Nokia to come out of the tech market meltdown stronger and more competitive.
目次
- What Marketing Means for High-Tech Firms - What is Marketing? What is a High-Tech Product? What is High-Tech Marketing? Chapter Summary.
- Corporate and Marketing Strategies in the High-Tech Industry - The Company 's Mission and Vision in the High-Tech Industry. The Strategic Dimensions of Technology. Technology as a Strategic Resource Competence. Developing Technology Competence Through External Growth. What Are the Marketing Strategy and the Marketing Plan for High-Tech Products? Chapter Summary.
- Knowing Customers and Markets - Determining the Customer 's Buying Behavior. Estimating Demand. Managing the Relationships with Customers. Chapter Summary.
- Understanding Competitors - Identifying Competitors. Analyzing a Competitor 's Strategy. Finding Information about Competitors. Organizing Competitive Analysis. Chapter Summary.
- Selecting Markets - Two Market Segmentation Methods for High-Tech Products and Services. Evaluating and Targeting Segments. The Positioning of the Solution. Segmentation and Time. Chapter Summary.
- Product Strategy - Managing the Three Product Dimensions. Managing a Product Range. Managing a High-Tech Product According to Its Product Life Cycle. Chapter Summary.
- Distributing and Selling High-Tech Products - Selecting Distribution Channels for High-Tech Products. Managing Distributors of High-Tech Products. Selling High-Tech Products. Chapter Summary.
- Communication Strategy for High-Tech Products - Communication for High-Tech Products. Setting A communication Budget. Allocating the Advertising Budget. Managing Promotional Tools. The Specific Role of Preannouncements in the Communications Plan for High-Tech Products. Corporate Advertising, Viral Marketing and Public Relations. Chapter Summary.
- Pricing High-Tech Products - Determining Price Limits. Setting the Price of High-Tech Products. Adapting a Price Policy to Different Types of High-Tech Products. Integrating the Other Determinants of Price. Managing Price. Chapter Summary.
- The Position of Marketing within High-Tech Companies - The Position of the Marketing Structure in a High-Tech Firm. The Internal Organization of the Marketing Structure. The Necessary Cooperation of the Marketing Department with Other Departments. Chapter Summary.
- Appendices - Key Success Factors of a Marketing Department in a High-Tech Company. The Marketing Plan.
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