Стратегический маркетинг для высокотехнологичных продуктов: интегрированный подход

Strategic Marketing for High Technology Products: An Integrated Approach

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 nbsp;highlights and promotes the integrated functional department approach, especially in relation to nbsp;R amp;D and Marketing, It nbsp;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 nbsp;adopts a marketing oriented approach (consumer oriented, market oriented and competition oriented). 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. The very nature of the interrelations that evolve as part of the dynamic process of strategy formulation contributes further to the formulation of a very challenging environment which is described as tumultuous, volatile and turbulent. These specific features, qualities and characteristics constitute the core of the innate need for an integrated approach that requires and depends on the cooperation and coordination of specific functional competencies. This book employs a systemic approach that accommodates the integration of specialized departmental capabilities as a fundamental prerequisite and a cornerstone for the successful navigation of high-tech organizations in their extremely competitive environments. It provides a solid and ex

• Autor: Thomas Fotiadis
• Wydawnictwo: Taylor & Francis
• Rok wydania: 2018
• Okładka: twarda
• Liczba stron: 194
• Wymiary: 24.1 x 16.1 x 1.8 cm
• Ilustracje: 3 Tables, black and white; 41 Illustrations, black and white
• Język: angielski
• ISBN: 9781138559288