William H. Davidow

Marketing High Technology

• Broschiertes Buch

Produktbeschreibung

Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices or entire firms.

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Produktdetails

• Verlag: Free Press
• Seitenzahl: 218
• Erscheinungstermin: 9. Mai 2012
• Englisch
• Abmessung: 234mm x 156mm x 14mm
• Gewicht: 379g
• ISBN-13: 9781451697582
• ISBN-10: 1451697589
• Artikelnr.: 35428473

Autorenporträt

William H. Davidow is a general partner with Mohr Davidow Ventures in Menlo Park, California. Before forming this venture capital firm, he was senior vice president of sales & marketing for Intel Corporation and shepherded the renowned Intel 8080 and 8086 to success. Prior to joining Intel he was a marketing manager for Hewlett-Packard's computer group. Davidow graduated summa cum laude from Dartmouth College and holds a Ph.D. in electrical engineering from Stanford University.

Inhaltsangabe

Contents
Foreword
Acknowledgments
Introduction
1. Crush the Competition
2. The Winning Strategy
3. Slightly Better Is Dangerous
4. Why Companies Give Bad Service
5. Great Products Make Great Salespeople
6. Great Promotions Are Simple
7. Price on Value but Charge What the Market Will Bear
8. Be International or Fail
9. Plan Products, Not Devices
10. Great Products Need a Soul
11. Do You Have Marketing?
12. The Business of Business Is Total Satisfaction
Appendix A. The Cost of Attacking a Competitor
Appendix B. How Costs and Margin Goals Affect Price
Index