Strategic Marketing for High Technology Products An Integrated Approach
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 bundl...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
New York
Routledge
2018
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | 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. |
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| Physical Description: | xi, 194 pages illustration 24 cm |
| Bibliography: | Includes bibliographical references and indexes |
| ISBN: | 9781138559288 |
Marketing of high-technology products and innovations