Successful Marketing Strategies for High-Tech Firms

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This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest technology. New material includes case studies on how high-tech giants came out of the tech market meltdown stronger and more competitive.This extensively revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand new material includes detailed case studies that teach the hard-learn lessons that have enabled such high-tech giants as eBay, Yahoo, IBM, Cisco, and Nokia to come out of the tech market meltdown stronger and more competitive. CEOs of high-tech firms can use this book to help them design strategies that connect to actual customer needs thereby creating new revenue and developing new markets. Marketing department heads and managers learn how to objectively evaluate their company's high-tech product offerings, develop effective product line strategies, precisely target marketing efforts, and design the most profitable distribution, communication, advertising and pricing strategies.