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Successful marketing strategy for high-tech firms [electronic resource] / Eric Viardot.

By: Viardot, Eric.
Material type: TextTextSeries: Artech House professional development and technology management library: Publisher: Boston : Artech House, 2004Edition: 3rd ed.Description: 1 online resource (xvi, 304 p.) : ill.ISBN: 1580537014 (electronic bk.); 9781580537018 (electronic bk.); 1580537006 (alk. paper); 9781580537001 (alk. paper).Subject(s): High technology -- Marketing | Technological innovations -- Marketing | TECHNOLOGY & ENGINEERING -- Engineering (General) | TECHNOLOGY & ENGINEERING -- ReferenceGenre/Form: Electronic books.Additional physical formats: Print version:: Successful marketing strategy for high-tech firms.DDC classification: 620/.0068/8 Online resources: EBSCOhost
Contents:
Successful Marketing Strategy for High-Tech Firms; Contents; Introduction xi; Acknowledgments xv; 1. The Meaning of Marketing for High-Tech Firms; 2. Corporate and Marketing Strategies in the High-Tech Industry; 3. Knowing Customers and Markets; 4. Understanding Competitors; 5. Selecting Markets; 6. Product Strategy; 7. Distributing and Selling High-Tech Products; 8. Communication Strategy for High-Tech Products; 9. Pricing High-Tech Products; 10. The Position of Marketing Within High-Tech Companies; Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company
Summary: Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.
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Includes bibliographical references and index.

Description based on print version record.

Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.

Successful Marketing Strategy for High-Tech Firms; Contents; Introduction xi; Acknowledgments xv; 1. The Meaning of Marketing for High-Tech Firms; 2. Corporate and Marketing Strategies in the High-Tech Industry; 3. Knowing Customers and Markets; 4. Understanding Competitors; 5. Selecting Markets; 6. Product Strategy; 7. Distributing and Selling High-Tech Products; 8. Communication Strategy for High-Tech Products; 9. Pricing High-Tech Products; 10. The Position of Marketing Within High-Tech Companies; Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company

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Other editions of this work

Successful marketing strategy for high-tech firms by Viardot, Eric. ©2004
Successful marketing strategy for high-tech firms by Viardot, Eric. ©1998
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