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The Marketing Of Technology Intensive Products And Services

The Marketing Of Technology Intensive Products And Services

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  • ISBN:9781848211049
  • Editorial: Wiley & Sons Ltd.
  • Fecha de la edición:
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  • Dimensiones: 0 cm x 0 cm
  • Nº Pág.:320
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This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services.

Pt. 1 Generating Value from Innovation 1
Ch. 1 The New Operating Context 3
Ch. 2 A Few Key Points a Technical Manager Should Know 9
Ch. 3 Understanding the Customer 27
Ch. 4 Business Models: the Engines of the New Economy 29
Ch. 5 Basic Models in High-Tech Marketing 79
Ch. 6 Bridging People, Markets and Technologies 97
Pt. 2 Marketing Technology Intensive Products, Services and Processes 103
Ch. 7 The New Operating Context 105
Ch. 8 Marketing Plans 123
Ch. 9 Pricing 127
Ch. 10 Distribution 135
Ch. 11 Business Plans 145
Pt. 3 Managing Your Environment 153
Ch. 12 The Sales World 155
Ch. 13 Funding Your Projects 167
Ch. 14 Partnering and Outsourcing 179
Ch. 15 Management Issues for the Next Decade 187
Appendices 193
App. A Conducting Market Research 195
App. B Agenda for a Possible Sales Course 201
App. C A Quick Introduction to Pareto Analysis 207
App. D Commentary on Intellectual Property Rights 211
App. E Standardization in the Knowledge Society 217
App. F Branding 219
Glossary of Terms 223
Bibliography 225

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