Marketing High Technology

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9781451697582: Marketing High Technology

Gives practical advice on developing and marketing products in the technology industry, looks in detail at Intel's marketing campaign against Motorola, and stresses the importance of commitment to a successful campaign

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From the Back Cover:

Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices or entire firms.

About the Author:

William H. Davidow is a general partner with Mohr Davidow Ventures in Menlo Park, California. Before forming this venture capital firm, he was senior vice president of sales & marketing for Intel Corporation and shepherded the renowned Intel 8080 and 8086 to success. Prior to joining Intel he was a marketing manager for Hewlett-Packard's computer group. Davidow graduated summa cum laude from Dartmouth College and holds a Ph.D. in electrical engineering from Stanford University.

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1.

Davidow, William H.
Editorial: Simon and Schuster
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción Simon and Schuster. Estado de conservación: New. Brand New. Nº de ref. de la librería 1451697589

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William H. Davidow
Editorial: SIMON SCHUSTER, United States (2012)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción SIMON SCHUSTER, United States, 2012. Paperback. Estado de conservación: New. Language: English . Brand New Book ***** Print on Demand *****. Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer s point of view-- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as the driving force behind the micro processor explosion , tells how to fight the marketing battle in the intensely competitive world of high-tech companies-- and win. 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. Nº de ref. de la librería AAV9781451697582

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William H. Davidow
Editorial: SIMON SCHUSTER, United States (2012)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción SIMON SCHUSTER, United States, 2012. Paperback. Estado de conservación: New. Language: English . Brand New Book ***** Print on Demand *****.Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer s point of view-- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as the driving force behind the micro processor explosion , tells how to fight the marketing battle in the intensely competitive world of high-tech companies-- and win. 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. Nº de ref. de la librería AAV9781451697582

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Davidow, William H.
Editorial: Simon and Schuster (2012)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción Simon and Schuster, 2012. PAP. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Nº de ref. de la librería IQ-9781451697582

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Davidow, William H.
Editorial: Free Press (2017)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción Free Press, 2017. Paperback. Estado de conservación: New. Never used! This item is printed on demand. Nº de ref. de la librería 1451697589

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Davidow, William H.
Editorial: Free Press 5/9/2012 (2012)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción Free Press 5/9/2012, 2012. Paperback or Softback. Estado de conservación: New. Marketing High Technology. Book. Nº de ref. de la librería BBS-9781451697582

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William H. Davidow
Editorial: Free Press
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BuySomeBooks
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Descripción Free Press. Paperback. Estado de conservación: New. Paperback. 224 pages. Dimensions: 9.1in. x 6.1in. x 0.6in.Marketing is civilized warfare. And as high-tech products become increasingly standardized -- practically identical, from the customers point of view -- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as the driving force behind the micro processor explosion, tells how to fight the marketing battle in the intensely competitive world of high-tech companies -- and win. 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 marketers 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, Intels 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 todays high-risk, fast- changing, and very lucrative high-tech arena. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Nº de ref. de la librería 9781451697582

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Davidow, William H.
Editorial: Free Press (2016)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Descripción Free Press, 2016. Paperback. Estado de conservación: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Nº de ref. de la librería ria9781451697582_lsuk

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William H. Davidow
Editorial: Free Press (2012)
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Descripción Free Press, 2012. Estado de conservación: New. This item is printed on demand for shipment within 3 working days. Nº de ref. de la librería GM9781451697582

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10.

William H. Davidow
Editorial: SIMON SCHUSTER, United States (2012)
ISBN 10: 1451697589 ISBN 13: 9781451697582
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Book Depository hard to find
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Descripción SIMON SCHUSTER, United States, 2012. Paperback. Estado de conservación: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer s point of view-- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as the driving force behind the micro processor explosion , tells how to fight the marketing battle in the intensely competitive world of high-tech companies-- and win. 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. Nº de ref. de la librería LIE9781451697582

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