Strategies for High-Tech Firms: Marketing, Economic, and Legal Issues

ISBN-13: 9780765617989 / Angielski / Miękka / 2013 / 248 str.

P. M. Rao; Joseph A. Klein

Opis

This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies. The focus of this book differs from a typical strategy text in these ways: it identifies and addresses the unique problems faced by high-tech firms and offers solutions; relevant concepts from economics and law are fully integrated; and the authors consider the externalities associated with high-tech firms and explain their relationship to ethical issues, brand name, and reputation. Each chapter includes an overview, key terms, discussion questions and real life examples.

Spis treści

Preface 1. Sustaining Competitive Advantage in a High-Tech Environment 2. Analytical Tools for Marketing High-Tech 3. Pricing Strategies for High-Tech Products and Services 4. IP Primer: A Legal Perspective 5. Inter-Firm Technology Transfers and Collaboration 6. Product and Promotion Strategies in High-Tech Firms 7. Externalities and Ethics: The Social Impact of Technology and How High-Tech Firms' Responses May Intertwine with Their Marketing Strategy 8. Global Dimensions of High-Tech Firm Strategies: The Case of the Pharmaceutical Industry

O autorze

P. M. Rao is a Professor of Marketing and International Business at the College of Management, Long Island University- Post Campus, USA.

Joseph A. Klein is an attorney with a Harvard Law School degree, who specializes in information technology law, commercial contracts, and antitrust law.