search query: @author Meldrum, M. / total: 5
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| Author: | Meldrum, M. |
| Title: | Marketing high-tech products: the emerging themes |
| Journal: | European Journal of Marketing
1995 : VOL. 29:10, p. 45-58 |
| Index terms: | HIGH TECHNOLOGY INDUSTRIAL MARKETING MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | Although the marketing of high technology has attracted a number of writers over the 1980s and 1990s, there is, as yet, no shared agreement as to the critical issues marketing managers must address to be successful in this area. Based on observation and experience, the paper suggests a framework of six emerging themes which regularly appear when examining marketing in the high-technology arena and which are closely related to the key characteristics of high-tech products. Each of the themes has implications for the marketing task. |
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