This text proposes that strong management of a firm's technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities. It demonstrates how firms can conduct a technology audit, acquire, exploit and manage technology to develop a technology strategy to take the company forward. Practical and applied, the text should provide managers and students with a valuable insight into the relationship between technology, product development,...

Radical and unique in its approach and presentation, Marketing Graffiti turns the traditional marketing introduction on its head by making students aware of the part they already play in the marketing process.

Most marketing textbooks tackle the subject as a business function--how to -do- marketing in companies and other organizations. Marketing Graffiti shows how marketing is not just a business function but a part of our culture, and one in which, as consumers, we are all active as part-time marketers.

By rejecting managerially-driven structures in this way,...

Radical and unique in its approach and presentation, Marketing Graffiti turns the traditional marketing introduction on its head by making students aware of the part they already play in the marketing process.

Most marketing textbooks tackle the subject as a business function--how to -do- marketing in companies and other organizations. Marketing Graffiti shows how marketing is not just a business function but a part of our culture, and one in which, as consumers, we are all active as part-time marketers.

By rejecting managerially-driven structures in this way,...