"Sinopsis" puede pertenecer a otra edición de este libro.
Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal.
The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign.
Davidow clearly spells out 16 principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over 20 years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.
"Sobre este título" puede pertenecer a otra edición de este libro.
Gastos de envío:
EUR 3,75
A Estados Unidos de America
Descripción Hardcover. Condición: new. New. Fast Shipping and good customer service. Nº de ref. del artículo: Holz_New_002907990X
Descripción Condición: New. Book is in NEW condition. Nº de ref. del artículo: 002907990X-2-1
Descripción Condición: New. New! This book is in the same immaculate condition as when it was published. Nº de ref. del artículo: 353-002907990X-new
Descripción Hardcover. Condición: new. New Copy. Customer Service Guaranteed. Nº de ref. del artículo: think002907990X
Descripción Condición: new. Nº de ref. del artículo: FrontCover002907990X
Descripción Hardcover. Condición: Brand New. 224 pages. 9.50x6.50x0.75 inches. In Stock. Nº de ref. del artículo: 002907990X
Descripción Hardcover. Condición: new. New. Nº de ref. del artículo: Wizard002907990X
Descripción Condición: New. New. In shrink wrap. Looks like an interesting title! 1.4. Nº de ref. del artículo: Q-002907990x
Descripción Condición: New. New. In shrink wrap. Looks like an interesting title! 1.4. Nº de ref. del artículo: Q-002907990X
Descripción Condición: new. Book is in NEW condition. Satisfaction Guaranteed! Fast Customer Service!!. Nº de ref. del artículo: PSN002907990X