Thomas Fotiadis

Strategic Marketing for High Technology Products (eBook, ePUB)

An Integrated Approach

• Format: ePub

Produktbeschreibung

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 contributing to the formulation of effective new processes for product development and launching to the market, in the high-tech context. It highlights and promotes the integrated functional department approach, especially in relation to R&D and Marketing, It outlines and classifies the specific qualities and characteristics of the high-tech sector, while accommodating their use within the context of strategic marketing management and adopts a marketing oriented approach (consumer oriented, market oriented and competition oriented).

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 206
• Erscheinungstermin: 8. Mai 2018
• Englisch
• ISBN-13: 9781351363808
• Artikelnr.: 56831436

Autorenporträt

Thomas Fotiadis is Associate Professor of Marketing and is Director of the Marketing Lab, Department of Production and Management Engineering, Democritus University of Thrace in Greece.

Inhaltsangabe

Chapter 1: The Environment
Chapter 2: Business Culture and High Tech Enterprises
Chapter 3: Integration
Chapter 4: The Model