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Strategies for High-Tech Firms: Marketing, Economic, and Legal Issues
Paperback
Business GeneralInvesting & FinanceManagement
ISBN13: 9780765617989
Publisher: Routledge
Published: Feb 8 2013
Pages: 248
Weight: 0.95
Height: 0.80 Width: 7.50 Depth: 9.20
Language: English
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.
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