Successful Marketing Strategy for High-Tech Firms (Artech House Technology Management and Professional Developm)

By Eric Viardot

Book Overview

Designed for marketing and general managers of high-tech companies, this work should also be useful as a text for students on management courses which focus on the marketing of high-tech products,... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0890068542
• ISBN13: 9780890068540
• Release Date: July 1998
• Publisher: Artech House Publishers
• Length: 288 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"

Customer Reviews

Great for everyone new to technology marketing

A complete and well-written guide to technology marketing strategy. If you're new to technology marketing, or maybe you've only concentrated on one aspect of it, this book will be your bible. Lots of case studies and very easy to read. Highly recommended.

Good overview for marketers & entrepreneurs

Lots of case studies & examples from a broad range of tech companies. Chapter 10: Position of Marketing in high-tech companies & Appendix A: Key Success Factors provide unique insights. The chapter on marketing strategy is weak and biased toward advertising, which is used widely only by the largest companies.

Good Introduction to the Special Challenges of High Tech

When marketers transfer into high-tech businesses for the first time, they often ask me what book I recommend to help them understand the special issues they face. Such executives would be well advised to acquire, read and understand the many valuable lessons in this book. There is no major theme related to high-tech marketing that is not explored in this book. For those who would like to know more, each chapter references the top sources for these issues. The book is well organized, each segment is easy to read and understand, and all of the chapters have helpful summaries at the end to help you absorb what you have just studied. The book will not, however, be of as much value to those who have worked in the industry for at least five years. These executives will have absorbed most of the book's lessons on their own. For that reason, I suggest that this book will be of most value to those who are new to high-tech marketing.