Market planning can be extremely frustrating in high-tech
businesses where sweeping changes can occur overnight. This book
describes a dynamic new approach to strategic marketing planning,
including case studies from companies such as Intel, Compaq,
Hewlett-Packard, GlaxoWellcome and General Electric. The authors
explain how to plan faster, develop and deploy cross-functional
teams, create 'living plans' that quickly adapt to market
conditions and competitive dynamics, drive yes/no decisions, and
focus on cashflow and profitability. (Kirkus UK)
A dynamic new approach to developing winning marketing strategies in today's most demanding industries.
In the high-tech sector, where constant innovation is the norm and sweeping changes can occur literally overnight, marketing planning often seems like an exercise in frustration. Written by an all-star team from the prestigious Richard Ivey School of Business, this book describes a dynamic new approach to strategic marketing planning that has helped today's top high-tech companies win and sustain market leadership. By following the examples set by Intel, Compaq, and other industry leaders, readers learn how to plan faster, develop and effectively deploy cross-functional teams, create "living plans" that quickly adapt to new market conditions and competitive dynamics, drive yes/no decisions, focus on cash flow and profitability, and much more.
Case studies from Intel, Compaq, Hewlett-Packard, Glaxo-Welcome, General Electric, and other high-tech industry leaders
Adrian B. Ryans, Roger More, Don Barclay, and Terry Deutscher (London, Ontario) are faculty members in the Richard Ivey School of Business, University of Western Ontario.
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