Marketing High Technology

by William H. Davidow

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 002907990X
• ISBN13: 9780029079904
• Release Date: June 1986
• Publisher: Free Press
• Length: 194 Pages
• Weight: 1.12 lbs.
• Dimensions: 0.8" x 6.5" x 9.5"

Customer Reviews

Double E!?

I was greatly impressed by the book. I really can't believe that what I have seen in the book is wriiten by a PhD in electronic engineering! William has no marketing expertise or experience before he join the company HP. Nevertheless, by his extremely strong observation and analytical mind, he had develop a excellent strategy to successfully market high technology. In addition, at the end of the book, he also added 16 factors to evaluate the high-tech marketing plan. As a marketing student, I must confess that, it is much more worthwhile to read this book attending hundreds of hours of lecture! Although one may thought that the book was written in 90s such that the thoeries should be outdated. However, I believe that truth remains true no matter how old it is. So, I will not hesitate to recommend this book to anyone (especially for marketing students)!

The best business book I have read

and I have read a few! This is a wonderful, practical book laced with real-life experiences from someone who has been in the marketing trenches at Intel and is now a VC. It is free of consultant jargon and gets straight into pragmatic advice. My only (minor) criticism is that it does tend to assume you are in a large corporation rather than a start-up, but the lessons seem equally valid. So many business books are disappointing, but this one had something useful on almost every page. Well done William Davidow!

A must-have book for high-tech marketing staff

This is a great guide to success in the high-tech marketplace. Although it predates Geoff Moore's model, it is completely complementary to Moore. Unlike Moore, Davidow goes into much more depth in terms of appropriate marketing activities. This is a useful book for all marketers, executives, engineers, and financial decision makers. It accurately portrays the dangers of making marketing decisions with an engineering mindframe instead of using business concepts.Davidow's personal experience at Intel was invaluable in making compelling case studies.

Good Book

The book gives good insight into all the issues regarding marketing High Technology. If one were to think of interfaces, the Marketing Customer interface is explained quite well. However, the interaction between Enginering and Marketing is not discussed in depth. Nonetheless it is a good read.

Great insights from a true 5-star marketing general.

Davidow's insights on the marketing-distribution and the marketing-sales relationships are excellent. So too are his discussions on the costs of market entry and customer support infrastructure. Veteran or new to marketing, a must read.