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| Author: | Easingwood, C. |
| Title: | Marketing high technology: preparation, targeting, positioning, execution |
| Journal: | Business Horizons
2000 : MAY-JUN, VOL. 43:3, p. 27-34 |
| Index terms: | ECONOMICS POSITIONING HIGH TECHNOLOGY |
| Language: | eng |
| Abstract: | A range of strategies are available to the high-tech marketing manager taking a shot at launching the latest technology. Commercialization of new high-tech products is often the costliest stage of the entire product development process. Yet even when the process is well managed, the risk of failure remains high. New high-tech products usually have just one shot at the market. Get it wrong and the consequences are invariably fatal. |
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