search query: @author Malhotra, N.K. / total: 3
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| Author: | Uslay, C. Malhotra, N.K. Citrin, A.V. |
| Title: | Unique marketing challenges at the frontiers of technology: an integrated perspective |
| Journal: | International Journal of Technology Management
2004 : VOL. 28:1, p. 8-30 |
| Index terms: | Diffusion Innovation Marketing mix Marketing strategy Switching costs Technology |
| Language: | eng |
| Abstract: | Several aspects pertaining to the marketing of technology-oriented products and services of which managers need to be aware in order to survive and succeed in competitive markets are highlighted in this paper. A conceptual framework is presented fot the marketing of technology-oriented products encompassing the strategic options available to technology companies, the marketing mix decisions and market related issues. The study also undertakes a literature review to identify the recent and relevant "marketing tool kit". |
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