Strategic Marketing for High Technology Products

Contents

List of illustrations

Acknowledgments

 1 The environment

1.1 High Technology: definitions, characteristics, environment, importance

1.2 Definitions of High Technology by (inter)national organizations and its delimitation vis-à-vis its distinguishing features

1.3 The “chasm”

1.4 The significance of High Technology

 2 Business culture and High Tech enterprises

2.1 Strategic concerns and approaches

2.2 Culture of innovation in High Tech enterprises

2.3 Composition of strategic-culture approaches

 3 Integration

3.1 The role of marketing in High Tech enterprises and the importance of integration

3.2 Presentation – analysis of integration models

 4 The model

4.1 Variables of the framework

4.2 Adopted viewpoint of communication–collaboration–integration ...