Successful Marketing Strategy for High-tech Firms
Author:   Eric Viardot
Publisher:   Artech House Publishers
Edition:   2nd Revised edition
ISBN:  

9780890068540


Pages:   288
Publication Date:   31 July 1998
Format:   Hardback
Availability:   In Print   Availability explained
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Successful Marketing Strategy for High-tech Firms


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Overview

From analyzing competition and identifying market segments, to capitalizing on Internet marketing opportunities and creating valuable after-sale services, this practical text aims to help the reader to apply marketing principles to foster success in the international market-place. It teaches how to objectively evaluate and manage their company's technological and knowledge-based competencies, develop effective product and pricing strategies, more precisely target their marketing efforts and utilize up-to-date distribution and sales channels. Also included is an investigation into the most effective positioning of the marketing department within the organization and a step-by-step guide to writing a strategic marketing plan.

Full Product Details

Author:   Eric Viardot
Publisher:   Artech House Publishers
Imprint:   Artech House Publishers
Edition:   2nd Revised edition
Dimensions:   Width: 15.20cm , Height: 2.00cm , Length: 22.90cm
Weight:   0.594kg
ISBN:  

9780890068540


ISBN 10:   0890068542
Pages:   288
Publication Date:   31 July 1998
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print   Availability explained
This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us.

Table of Contents

What is high-tech marketing?; corporate and marketing strategy in the high-technology industry; knowing customers and markets; understanding competitors; selecting markets; product strategy; pricing high-technology products; communication strategy for high-technology products; distributing and selling high-technology products; the postion of marketing within high-technology companies; key success factors of a marketing department in a high-technology company; the marketing plan.

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Author Information

Eric Viardot, Ph.D., is professor of marketing and management strategy at Group CERAM, France.

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