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addition advertising agency Alka Seltzer APPROAC A PRACTICAL APPROACH A PRACTICAL avoid better brochure buyers color COMPAL company's image company's products competition competitors costs dealers designed Digital Equipment Corporation effective employees example follow give headline high-tech companies HIGH-TECH MARKETING HIGH-TECH high-tech products important industry installation Jack Trout KISS principle lead cards leader logo look mailing manufacturers Market Research market share market targets marketing department MARKETING HIGH-TECH MARKETING Marketing Information System Marketing Mix marketing strategies marketplace negative offer personal computer PRACTICAL APPROACH pricing strategy Product Development product family product ideas product line products and services profit promotional strategies properly prospects and customers reason refers reports resellers result sales person sales personnel sales promotions selected sell seminar sources specific successful target market segments trade show trademark typically understand usually various publics