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

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

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

One of the key determinants of success for today’s high-technology companies is product strategy—and this guide continues to be the only book on product str