P. M. Rao, Joseph A. Klein

Strategies for High-Tech Firms

Marketing, Economic, and Legal Issues

• Broschiertes Buch

Produktbeschreibung

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, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 250
• Erscheinungstermin: 8. Februar 2013
• Englisch
• Abmessung: 246mm x 174mm x 14mm
• Gewicht: 452g
• ISBN-13: 9780765617989
• ISBN-10: 0765617986
• Artikelnr.: 36645714

Autorenporträt

P. M. Rao is a Professor of Marketing and International Business at the College of Management, Long Island University- Post Campus, USA. Joseph A. Klein is an attorney with a Harvard Law School degree, who specializes in information technology law, commercial contracts, and antitrust law.

Inhaltsangabe

Preface 1. Sustaining Competitive Advantage in a High
Tech Environment 2. Analytical Tools for Marketing High
Tech 3. Pricing Strategies for High
Tech Products and Services 4. IP Primer: A Legal Perspective 5. Inter
Firm Technology Transfers and Collaboration 6. Product and Promotion Strategies in High
Tech Firms 7. Externalities and Ethics: The Social Impact of Technology and How High
Tech Firms' Responses May Intertwine with Their Marketing Strategy 8. Global Dimensions of High
Tech Firm Strategies: The Case of the Pharmaceutical Industry