Marketing High Technology: An Insider's ViewSimon and Schuster, 02.06.1986 - 215 Seiten 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 sixteen 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 twenty 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. |
Inhalt
1 | |
Slightly Better Is Dangerous | 37 |
Why Companies Give Bad Service | 53 |
Great Products Make Great Salespeople | 71 |
Great Promotions Are Simple | 89 |
Price on Value but Charge What the Market Will Bear | 102 |
Be International or Fail | 118 |
Plan Products Not Devices | 133 |
Great Products Need a Soul | 147 |
The Business of Business Is Total Satisfaction | 171 |
Appendix A The Cost of Attacking a Competitor | 179 |
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Häufige Begriffe und Wortgruppen
advertising Andy Grove application barriers become better build Businessland company's competition competitors complete product computer business consumer corporate cost create crusade Crush customer base customer needs deal deliver development systems device distribution channels distributors dollars engineers EPROM equipment factory Fail-safe computer firm frequently going Hewlett-Packard high technology high-tech companies high-tech products important integrated circuits Intel invent inventory Japanese leader Lee Iacocca manufacturing margins market entry market place market segment market share marketing department marketing myopia ment microcomputer microprocessor million Motorola never organization panies percent personal computer problem prod product line product managers profits programs promotions purchase reason Regis McKenna retail sales and distribution sales force salespeople salesperson sell single-board computer sold strategy success supplier technology companies technology products Ted Hoff Theodore Levitt things tion ucts understand usually wrong
Verweise auf dieses Buch
Microcosm: The Quantum Revolution In Economics And Technology George Gilder Eingeschränkte Leseprobe - 1990 |
Sources of Industrial Leadership: Studies of Seven Industries David C. Mowery,Richard R. Nelson Eingeschränkte Leseprobe - 1999 |