文档介绍：essful Marketing Strategy
for High-Tech Firms
Third Edition
For a listing of recent titles in the Artech House Technology Management and
Professional Development Library, turn to the back of this book.
essful Marketing Strategy
for High-Tech Firms
Third Edition
Eric Viardot
Artech House
Boston • London
Library of Congress Cataloging-in-Publication Data
A catalog record for this book is available from the . Library of Congress.
British Library Cataloguing in Publication Data
A catalog record for this book is available from the British Library.
Viardot, Eric
essful marketing stratagy for high-tech firms.—3rd ed.
—(Artech House technology management library)
1. High technology—Marketing 2. Technological innovations—Marketing
I. Title
ISBN 1580537006
Cover design by Gary Ragaglia
© 2004 ARTECH HOUSE, INC.
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Norwood, MA 02062
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International Standard Book Number: 1-58053-700-6
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Contents
Introduction .............xi
Acknowledgments ...........xv
1 The Meaning of Marketing for High-Tech Firms . . 1
What is marketing? 1
What is a high-tech product? 6
The incorporation of sophisticated technology 7
A short life cycle 10
Innovation: evolution and revolution 12
High investments in research and development 16
Market specificity 20