Strategic Marketing for High Technology Products

Book description

This book delimits the concept of high technology and explores the characteristics of high-tech markets and the high-tech environment, with the ultimate goal of contributing to the formulation of effective new processes for product development and launching to the market, in the high-tech context. It highlights and promotes the integrated functional department approach, especially in relation to R&D and Marketing, It outlines and classifies the specific qualities and characteristics of the high-tech sector, while accommodating their use within the context of strategic marketing management and adopts a marketing oriented approach (consumer oriented, market oriented and competition oriented).

Product information

  • Title: Strategic Marketing for High Technology Products
  • Author(s): Thomas Fotiadis
  • Release date: May 2018
  • Publisher(s): Routledge
  • ISBN: 9781351363808