search query: @author Kosnik, T. J. / total: 3
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| Author: | Moriarty, R. T. Kosnik, T. J. |
| Title: | High-tech marketing: Concepts, continuity, and change. |
| Journal: | Sloan Management Review
1989 : SUMMER, VOL. 30:4, p. 7-17 |
| Index terms: | MARKETING STRATEGY HIGH TECHNOLOGY |
| Language: | eng |
| Abstract: | The world of high technology is characterized by unusually high levels of market and technological uncertainty. A thorough overview of how that uncertainty affects marketing strategies and tactics is offered. The pragmatic discussion focuses on the distinguishing characteristics of high-tech marketing, the issues that arise from those differences, and how managers can adapt fundamental marketing techniques to address those issues. The sources of market uncertainty as well as technological uncertainty are identified and analyzed. A taxonomy of marketing situations based on uncertainties is presented. |
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