Successful Marketing Strategies for High Tech Firms 3rd Edition by Eric Viardot 1580537014 9781580537018
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Product details:
ISBN 10: 1580537014
ISBN 13: 9781580537018
Author: Eric Viardot
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. You learn how to develop innovative product offers that connect to actual customer needs so your organization can create new wealth and develop new markets.
Table of contents:
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The Meaning of Marketing for High-Tech Firms
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Corporate and Marketing Strategies in the High-Tech Industry
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Knowing Customers and Markets
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Understanding Competitors
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Selecting Markets
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Product Strategy
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Distributing and Selling High-Tech Products
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Communication Strategy for High-Tech Products
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Pricing High-Tech Products
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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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Tags: Eric Viardot, Successful, Marketing, Strategies