Successful Marketing Strategy for High Tech Firms

Book Description

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 Yahoo, IBM, Cisco, Nokia, Samsung, and eBay 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./p>

Reviews From AMAZON.COM

Good overview for marketers & entrepreneurs

Lots of case studies & examples from a broad range of tech companies. Chapter 10: Position of Marketing in high-tech companies & Appendix A: Key Success Factors provide unique insights. The chapter on marketing strategy is weak and biased toward advertising, which is used widely only by the largest companies.

Good Introduction to the Special Challenges of High Tech

When marketers transfer into high-tech businesses for the first time, they often ask me what book I recommend to help them understand the special issues they face. Such executives would be well advised to acquire, read and understand the many valuable lessons in this book. There is no major theme related to high-tech marketing that is not explored in this book. For those who would like to know more, each chapter references the top sources for these issues.

The book is well organized, each segment is easy to read and understand, and all of the chapters have helpful summaries at the end to help you absorb what you have just studied.

The book will not, however, be of as much value to those who have worked in the industry for at least five years. These executives will have absorbed most of the book's lessons on their own. For that reason, I suggest that this book will be of most value to those who are new to high-tech marketing.