Essentials of Marketing High Technology

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Contents

High Technology in Concept and Society
1
10 Principles of HighTechnology Market Behavior
2
Societal Dynamics of High Technology
10
Occupational Opportunities in Marketing HighTech Products and Services
21
Incubators Entrepreneurs and HighTech Marketing
26
Technological Innovation and Marketing
37
A Place for SupplySide Marketing
40
High TechThe Agenda for America?
48
The Make or Buy Decision
161
Basis of Insight into Marketing High Technology
164
Creating and Considering New Product Ideas
169
Estimating Market Demand
177
Irony of Ironies
182
Managing HighTech Products
187
Technological Innovator or Imitator?
194
Beware of Using the Product Life Cycle for Strategy Formulation
196

A US View
54
What Is High Technology?
59
Why a Book on HighTech Marketing?
61
What to Expect
64
Can Consortia Keep Us Competitive? An Interview with MCCs Bobby Inman
70
Marketing Organization and Sales Management
75
Marketing Organization
80
Personal Selling and Sales Management
92
Marketing HighTech Services Target Your Sales
105
Interfacing Marketing and RD
121
What Sets High Technology Apart?
122
Distinguishing between HighTech Companies
124
Linkage Roles for Marketing and RD
127
What Marketing with What RD?
129
Establishing the Interface
130
Who Belongs on the HighTech Team?
132
When Marketing and RD Go Their Own Ways
135
Positioning and the Selection of Target Markets
141
The Art of Market Segmentation
142
The Selection of a HighTechnology Target Market
144
What Are the Special Targeting Problems of the HighTechnology Firm?
145
What Do We Mean by Positioning?
147
Stages in Positioning for the HighTechnology Marketer
148
Market Segmentation and Target Market Refinement
153
Searching for Market Opportunities and Insight
159
The New Product Process
199
Directing the Presentation
209
MarketingAdvertising Confusion
210
Planning
216
Setting Objectives
217
Creative Strategy
219
Presentation Tactics
222
Besides Planning
225
How to Set an Ad Budget
238
Processing and Pricing
245
Basic Distribution Channels
246
Pricing
258
Strategic Market Planning
275
Composing and Using Alternative Scenarios
279
Bureaucracy and Formal Planning Systems
289
Linking Market Strategies to Technical Strategies
292
Strategic Thinking at the Societal Level
295
The Art of LongTerm Planning
298
Reach Robotics Corporation
307
Nuclear Fuel Marketing DOEs Special Situation
323
Cray Research Inc The Supercomputer People
335
Index
339
About the Authors
355
Copyright

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