search query: @author Hofmaier, R. / total: 3
reference: 3 / 3
« previous | next »
| Author: | Hofmaier, R. |
| Title: | Ein Marketing-Instrumentarium fuer High-Tech Unternehmen = A collection of marketing instruments appropriate for high-tech companies |
| Journal: | Management-Zeitschrift Industrielle Organisation
1991 : MAY, VOL. 60:5, p. 82-85 |
| Index terms: | MARKETING HIGH TECHNOLOGY STRATEGY OPTIMIZATION COMPETITIVENESS MARKETING MIX |
| Language: | ger |
| Abstract: | There is an increasing need of marketing concepts and instruments appropriate for mature markets of capital goods. This demand for specific marketing instruments is accentuated in the high-tech sector. Some aspects of market potential and positioning are examined. Objectives of strategic planning within a marketing management framework are discussed. Critical success factors are identified as an aid to the optimization of marketing strategy. The change in viewpoints calls for real global marketing necessary for the achievement of long-term competitive positions, as well as a respectively matched differential marketing mix that contains the more important marketing measures. |
« previous | next »
SCIMA