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Books > Business & Economics > Business & management > Business strategy
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Strategic Marketing for High Technology Products - An Integrated Approach (Paperback)
Loot Price: R1,292
Discovery Miles 12 920
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Strategic Marketing for High Technology Products - An Integrated Approach (Paperback)
Series: Routledge Studies in Innovation, Organizations and Technology
Expected to ship within 10 - 15 working days
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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 extant context of
compact and consistent cognitive background that is specific to the
HT strategic marketing field, and a strategic tool that utilizes,
relies and is built on the turbulent environment of HT rather than
just overlooking, avoiding or ignoring it, and that assumes a
proactive point of view, capitalizing on characteristics specific
to this field, through the provision of a strategic managerial and
marketing model that is overlaid onto a reliably assessed
foundation of dynamic qualities, with a long-term orientation and
scope, albeit one that would be easy to apply and which will
generate immediate results.
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