Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is ma

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small

In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to

This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, fro

Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as t