Marketing And Management In The High Technology Sector
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Marketing And Management In The High Technology Sector
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Author : Domenico Ferreri
language : en
Publisher: Greenwood Publishing Group
Release Date : 2003-06-30
Marketing And Management In The High Technology Sector written by Domenico Ferreri and has been published by Greenwood Publishing Group this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-06-30 with Business & Economics categories.
The aerospace industry has undergone tremendous change in recent years. Always something of an anomaly, due to its critical role in national economies and in national security, the sector has always been distinct from other manufacturing industries in its reliance on high-technology innovation and the shifting sands of private and public investment. Since the end of the Cold War, financial and other crises have led to a spate of mergers and acquisitions, leaving fewer and fewer players in the commercial airplane industry. Meanwhile, some firms exited the business altogether. State-owned companies have been privatized, national firms have been consolidated in some countries, and the first transnational aeronautics conglomerate in Europe, EADS, was founded in 1999. Those left standing must strive to exploit international alliances and their network of horizontal and vertical collaborations in order to gain long-term competitive advantage. How to harness both management strategies and marketing tactics to the cause in the commercial airplane industry is the subject of this book. Primary among the challenges faced by firms is industrial rationalization. How do corporate leaders who are charged with managing newly merged companies integrate distinct corporate cultures, rationalize operations and activities, and eliminate duplication of product and function, while maintaining their focus on gaining competitive advantage in the marketplace? The answer depends on the nature of the firm. Single-sector companies have the advantage of being lean, agile, and quick to react to market forces, while multisector companies have the potential to exploit synergistic relationships among divisions, economies of scale, financial strength, and the balancing of risk. These factors affect companies' behavior not only at the strategic level, but also at the tactical level. This book provides scholars of strategic marketing and management, as well as executives and decision makers in commercial aviation, with the industry background necessary to understand the aeropsace companies' struggle for survival in the newly restructured market.
Marketing Of High Technology Products And Innovations
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Author : Jakki J. Mohr
language : en
Publisher: Pearson Prentice Hall
Release Date : 2010
Marketing Of High Technology Products And Innovations written by Jakki J. Mohr and has been published by Pearson Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with Business & Economics categories.
This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Strategic Marketing For High Technology Products
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Author : Thomas Fotiadis
language : en
Publisher: Routledge
Release Date : 2018-05-08
Strategic Marketing For High Technology Products written by Thomas Fotiadis and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-05-08 with Business & Economics categories.
In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to product launch. Marketing of technology related products – and especially cutting edge ones – involves a complex and multidimensional bundle of specific and unique characteristics, such as the complexity of products, the intensity of the competition, confusion and/ or fear of adoption among consumers, fast pacing changes in the external environment. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments. It provides a solid and extant context of compact and consistent cognitive background that is specific to the HT strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of HT rather than just overlooking, avoiding or ignoring it, and that assumes a proactive point of view, capitalizing on characteristics specific to this field, through the provision of a strategic managerial and marketing model that is overlaid onto a reliably assessed foundation of dynamic qualities, with a long-term orientation and scope, albeit one that would be easy to apply and which will generate immediate results.
Successful Marketing Strategy For High Tech Firms
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Author : Eric Viardot
language : en
Publisher: Artech House
Release Date : 2004
Successful Marketing Strategy For High Tech Firms written by Eric Viardot and has been published by Artech House this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Business & Economics categories.
Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.
Marketing And Management In The High Technology Sector
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Author : Domenico Ferreri
language : en
Publisher:
Release Date : 2002
Marketing And Management In The High Technology Sector written by Domenico Ferreri and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Aeronautics, Commercial categories.
Marketing Of High Technology Products And Innovations
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Author : Mohr
language : en
Publisher: Pearson Education India
Release Date : 2006-09
Marketing Of High Technology Products And Innovations written by Mohr and has been published by Pearson Education India this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09 with categories.
The Marketing Of Technology Intensive Products And Services
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Author : Patrick Corsi
language : en
Publisher: John Wiley & Sons
Release Date : 2013-03-04
The Marketing Of Technology Intensive Products And Services written by Patrick Corsi and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-04 with Business & Economics categories.
This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.
Marketing High Technology Services
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Author : Colin V Sowter
language : en
Publisher: Routledge
Release Date : 2018-02-06
Marketing High Technology Services written by Colin V Sowter and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-02-06 with Social Science categories.
This title was first published in 2000: An examination of how marketing concepts and practices can be applied to generate profitable growth in the high-tech service sector. Part One looks at the implications of becoming market-led. Part Two explains how to use the various methods of communication to best effect. Finally Part Three examines the role of business development, including research, innovation and planning. Along the way, Dr Sowter provides detailed guidance on key issues such as identifying your unique selling proposition, setting optimal prices, dealing with competition and ensuring the maximum impact from your promotional literature, proposals and exhibition stands. He proceeds by asking questions, and the answers he supplies are practical and often based on personal experience. The text is supported throughout by illustrations, "real life" examples, checklists and model formats. Each chapter includes exercises and action plans to help readers put the author's ideas to work in their own organizations.
High Technology Marketing Management
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Author : Robert A. Rexroad
language : en
Publisher: John Wiley & Sons
Release Date : 1983
High Technology Marketing Management written by Robert A. Rexroad and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 1983 with Government purchasing categories.
Bringing New Technology To Market
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Author : Kathleen R. Allen
language : en
Publisher: Pearson
Release Date : 2003
Bringing New Technology To Market written by Kathleen R. Allen and has been published by Pearson this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Business & Economics categories.
This book presents a comprehensive look at the issues related to the commercialization of intellectual property, and contains three major themes that infuse all of the concepts presented: value creation, speed, and entrepreneurship. It enables readers to understand different business models and processes from mainstream types of businesses, and teaches them how to successfully commercialize the intellectual property they develop. The book focuses on management, marketing, product development, and operations strategies that work in a high tech environment. A four-part organization covers: The Foundations of Technology Commercialization, Intellectual Property and Valuation, Financial Strategies for Technology Start-Ups, and The Transition from R&D to Operations. For potential entrepreneurs and corporate venturers.