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Strategic Marketing for High Technology Products: An Integrated Approach
Hardcover
Series: Routledge Studies in Innovation, Organizations and Technolog
ISBN13: 9781138559288
Publisher: Routledge
Published: May 1 2018
Pages: 194
Weight: 1.10
Height: 0.80 Width: 6.20 Depth: 9.30
Language: English
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).
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