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...

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...