Strategic Marketing for High Technology Products An Integrated Approach
"In order for high technology 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...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
London :
Taylor and Francis
2018.
|
| Edición: | 1st edition |
| Colección: | Routledge studies in innovation, organizations and technology
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009630761006719 |
| Sumario: | "In order for high technology 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. Itprovides a solid and extant context of compact and consistent cognitive background that is specific to the H/T strategic marketing field, and a strategic tool that utilizes, relies and is built on the turbulent environment of H/T rather than just overlooking, avoiding or ignoring it, and which 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. "--Provided by publisher. |
|---|---|
| Descripción Física: | 1 online resource (207 pages) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781351363808 9780203712924 9781351363815 |
