What people are saying - Write a review
We haven't found any reviews in the usual places.
High Technology in Concept and Society
10 Principles of HighTechnology Market Behavior
Societal Dynamics of High Technology
Occupational Opportunities in Marketing HighTech Products and Services
Incubators Entrepreneurs and HighTech Marketing
Technological Innovation and Marketing
A Place for SupplySide Marketing
High TechThe Agenda for America?
The Make or Buy Decision
Basis of Insight into Marketing High Technology
Creating and Considering New Product Ideas
Estimating Market Demand
Irony of Ironies
Managing HighTech Products
Technological Innovator or Imitator?
Beware of Using the Product Life Cycle for Strategy Formulation
A US View
What Is High Technology?
Why a Book on HighTech Marketing?
What to Expect
Can Consortia Keep Us Competitive? An Interview with MCCs Bobby Inman
Marketing Organization and Sales Management
Personal Selling and Sales Management
Marketing HighTech Services Target Your Sales
Interfacing Marketing and RD
What Sets High Technology Apart?
Distinguishing between HighTech Companies
Linkage Roles for Marketing and RD
What Marketing with What RD?
Establishing the Interface
Who Belongs on the HighTech Team?
When Marketing and RD Go Their Own Ways
Positioning and the Selection of Target Markets
The Art of Market Segmentation
The Selection of a HighTechnology Target Market
What Are the Special Targeting Problems of the HighTechnology Firm?
What Do We Mean by Positioning?
Stages in Positioning for the HighTechnology Marketer
Market Segmentation and Target Market Refinement
Searching for Market Opportunities and Insight
The New Product Process
Directing the Presentation
How to Set an Ad Budget
Processing and Pricing
Basic Distribution Channels
Strategic Market Planning
Composing and Using Alternative Scenarios
Bureaucracy and Formal Planning Systems
Linking Market Strategies to Technical Strategies
Strategic Thinking at the Societal Level
The Art of LongTerm Planning
Reach Robotics Corporation
Nuclear Fuel Marketing DOEs Special Situation
Cray Research Inc The Supercomputer People
About the Authors
activities Apple Computer applications approach biotechnology breakthrough business-to-business buyer channel commercial communications company's competition competitors concept consumer Corning Glass corporate cost Cray Cray Research creative customers cycle decision demand-side economic efforts engineering entrepreneurs EURODIF example executives firm's focus groups forecast high tech services high-tech companies high-tech firms high-tech industries high-tech marketing high-tech products high-technology companies high-technology firms high-technology marketer identified important incubator initial involved John Sculley linkage major manufacturing market segmentation market share marketing and R&D marketing manager marketing mix marketing research marketplace ment nuclear objectives operating organization organizational panies percent personal selling Philip Maher potential pricing problem product development product or process programs prospects role sales force salespeople scenarios Schering-Plough specific stage strategic planning success sumer supply-side marketing target market technical techniques tenant companies Texas Instruments tion top management trade show United URENCO venture Wall Street Journal