Marketing high technology

by William L. Shanklin

Publisher: Lexington Books in Lexington, Mass

Written in English
Published: Pages: 216 Downloads: 993
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  • High technology -- Marketing.,
  • High technology industries.

Edition Notes

Includes bibliographies and index.

StatementWilliam L. Shanklin, John K. Ryans, Jr.
ContributionsRyans, John K.
LC ClassificationsHC79.T4 S49 1984
The Physical Object
Paginationxix, 216 p. :
Number of Pages216
ID Numbers
Open LibraryOL3186951M
ISBN 100669069140
LC Control Number83048064

Nystrom () described high tech markets as marketing dependent and technologically driven. Unfortunately, there is evidence that this linkage is not often recognized by organizations (Gupta.   73% of marketing executives see AI or a technology dependent on AI as critical to the future of marketing. 20% think that bots, chatbots, or smart assistants are core. Marketing for high-tech products is complicated and difficult Requires developing an intimate understanding of customers and a solid competency in marketing, the purpose of this book. Subscribe in a reader. Purchase the Book: Google eBook: ISBN:   In Chasm, Moore isolates and then corrects what he describes as a "fundamental flaw in the prevailing high-tech marketing model": the notion that rapid mainstream growth could follow continuously on the heels of early market success. In his subsequent book, Inside the Tornado, Moore's use of the "tornado" metaphor correctly suggests that Reviews:

ISBN: OCLC Number: Description: xvii, pages: illustrations ; 25 cm: Contents: Ch. 1. Introduction to High Technology --Ch. gy and Corporate Culture in High-Technology Firms --Ch. onship Marketing: Partnerships and Alliances --Ch. Orientation and R & D-Marketing Interaction in High-Technology Firms --Ch. 5. The purposes of this article are to discuss some of the ways in which marketing must be modified in a high-tech environment, where market information can be hard to come by at best and potentially misleading at worst. This discussion offers insight into the possible content of a high-technology marketing course. crossing the chasm marketing and selling high tech products to mainstream customers Posted By Gérard de Villiers Public Library TEXT ID f83f79cf Online PDF Ebook Epub Library free delivery on eligible orders home book summary crossing the chasm marketing and selling high tech products to mainstream customers launching a high tech product. the quixtar revolution discover the new high tech high touch world of marketing Posted By Hermann Hesse Media TEXT ID ff3 Online PDF Ebook Epub Library nur eine zweischicht tablette pro tag liefert the quixtar revolution discover the new high tech high touch world of marketing by coy barefoot 10 03 coy barefoot books.

Marketing high technology by William L. Shanklin Download PDF EPUB FB2

Davidow is the author of Marketing High Technology and a co-author of Total Customer Service and The Virtual Corporation. His latest book is, The Auton Bill Davidow has been a high-technology industry executive and a venture investor for more than 30 years.4/5.

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 Marketing high technology book fascinating as it is pragmatic, William H.

Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro 3/5(1). This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries.

It also has extensive bibliographical references that guide the reader that wants to study more about some topic. As a university teacher, I use this book as the guide textbook of my Marketing of Technology by: Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm (, revised and ), is a marketing book by Geoffrey A.

Moore that focuses on the specifics of marketing high tech products during the early start up period. Moore's exploration and expansion of the diffusions of innovations model has had a significant and lasting Cited by: Strategic Considerations for the Triple Bottom Line in High-Tech Companies.

MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.5/5(2).

The way enterprise technology and software companies need to approach marketing themselves is evolving and it is imperative to leverage tactics that will produce real results.

In the face of increased competition for attention on digital channels, technology companies in the B2B sector can struggle to reach the right decision makers on the right channels to increase their sales funnel. "Marketing High Technology" is a rare and marvellous book -- rare because it shows, in its own readable words, that while "great devices are invented in the laboratory, great products are invented in the Marketing Department.".

The author's emphasis is on distinguishing between the selling and marketing tactics for the early innovators versus the mainstream customers. There is Marketing high technology book chasm between the innovators and mainstream market and the author dedicates the book outlining the various steps a high tech company should perform to successfully navigate through the s:   Marketing of High-Technology Products and Innovations (2-downloads) - Kindle edition by Slater Stanley, Mohr Jakki J, Sengupta Sanjit.

Download it once and read it on your Kindle device, PC, phones or tablets. Use features like bookmarks, note taking and highlighting while reading Marketing of High-Technology Products and Innovations (2-downloads)/5(26). The only comprehensive marketing strategy book by an insider, Marketing High Technology (Free Press) 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. The methodology used in the paper was the selective literature review in the area of new product development in the high technology sector and marketing orientation of the firm.

View Show abstract. Posted in | Comments Off on The Book--> BOOK OVERVIEW. CHAPTER 1 Introduction to the World of High-Technology Marketing. CHAPTER 2 Strategic Market Planning in High-Tech Firms. CHAPTER 3 Culture and Climate Considerations for High-Tech Companies. CHAPTER 4 Market Orientation and Cross-Functional (Marketing–R&D) Interaction.

CHAPTER 5 Partnerships, Alliances, and Customer. Marketing High Technology Services book. Marketing High Technology Services. DOI link for Marketing High Technology Services. Marketing High Technology Services book. By Colin V Sowter. Edition 1st Edition. First Published eBook Published 6 February Pub.

location London. Imprint by: 6. 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.

Essentials of Marketing High Technology by William Shanklin (Author), John Charles Ryans (Author) ISBN ISBN Why is ISBN important. ISBN. This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The digit and digit formats both work.

For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech /5.

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets.

This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet.4/5(). 1. Steve Jobs by Walter Isaacson (). This page tome captures the key moments and thoughts of Steve Jobs, c0-founder of Apple.

Isaacson built a moving portrait of the life of the tech. He teaches courses in Strategic Marketing, Business-to-Business Marketing and Marketing of High-Technology Products and Services. Prior to joining San Francisco State in FallDr.

Sengupta was an assistant professor at the University of Maryland, College Park, where he. High technology marketing management by RobertA Rexroad,Wiley edition, in English Share this book. Facebook. Twitter. Pinterest. Embed. Edit. Last edited by Clean Up Bot.

Octo | History. An edition of High technology marketing management () High technology marketing managementPages: Marketing of High-Technolgy Products and Innovations, 3/e, provids a thorough overview of the issues high-tech marketers must address, this book provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing book offers a cutting-edge treatment of research and practice related to the Brand: Prentice Hall, Inc.

Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service. The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge.

Although the marketing of high technology has attracted a number of writers over the s and s, there is, as yet, no shared agreement as to the critical issues marketing managers must address to be successful in this area. Based on observation and experience, suggests a framework of six emerging themes which regularly appear when examining marketing in the high‐technology arena.

The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management.

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 Brand: Free Press. Marketing of High-technology Products and Innovations - Ebook written by Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater. Read this book using Google Play Books app on your PC, android, iOS devices. Download for offline reading, highlight, bookmark or take notes while you read Marketing of High-technology Products and Innovations.

Building High-Tech Marketing Strategies I’m Bill Swanston, the author of Tech Southern Fried which focuses on the challenges and opportunities of marketing new technology in the South.

One of my principles is the ability to take complex products and position high-tech companies in a way that simplifies their message. High School Advanced Marketing Curriculum.

Course Description: This course builds upon the ideals taught in Marketing Concepts and is an advanced course for students interested in taking their marketing skills to the next level and developing an action plan for a successful future. This course includes instructional areas. The Marketing Book.

Welcome to The Marketing Book, edition. My name is Jason McDonald, and I’m excited to be your guide to the fun-filled and enriching task of business marketing.

This is a book about better thinking, better doing, and better measuring when it comes to marketing your business. Books and Journals •Journal of Business Venturing •Journal of Product Innovation Management •Technovation. Innovation Imperative Corporations must be able to adapt and evolve if they wish to survive Marketing of High-Technology Products and Innovations Author: Denis Fomenkov.

Whisky: Technology, Production and Marketing explains in technical terms, the science and technology of producing whisky, combined with information from industry experts on successfully marketing the product. World experts in Scotch whisky provide detailed insight into whisky production from the processing of raw materials, to the fermentation, distillation, maturation, blending, production 5/5(1).A key contribution of the book are the Technology Expert’s "Views from the Trenches." High-tech marketing experts from Intel, IBM, Agilent, Foveon, Hewlett-Packard, and others, offer their insights about best-practices marketing in their companies.Both entry-level and veteran marketing professionals can benefit from the author's penetrating insight into effectively positioning the marketing function in a high-tech organization, as well as the book 's step-by-step guide to crafting a marketing plan.