Strategic Marketing for High Technology Products: An Integrated Approach

ISBN-13: 9781138559288 / Angielski / Twarda / 2018 / 194 str.

Thomas Fotiadis

Opis

This book delimits the concept of high technology and explores the characteristics of high-tech markets and the high-tech environment, with the ultimate goal of contributing to the formulation of effective new processes for product development and launching to the market, in the high-tech context. It highlights and promotes the integrated functional department approach, especially in relation to R&D and Marketing, It outlines and classifies the specific qualities and characteristics of the high-tech sector, while accommodating their use within the context of strategic marketing management and adopts a marketing oriented approach (consumer oriented, market oriented and competition oriented).

Spis treści

Chapter 1: The Environment; Chapter 2: Business Culture and High Tech Enterprises; Chapter 3: Integration; Chapter 4: The Model