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| Author: | Davies, W. Brush, K. |
| Title: | High-tech industry marketing: the elements of sophisticated global strategy |
| Journal: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 1-14 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT HIGH TECHNOLOGY |
| Language: | eng |
| Abstract: | High-tech industry marketing strategies have been based almost exclusively on product technological superiority, and have tended to ignore other marketing elements and industry specific and international business variables. But the movement of the industry into a new life-cycle phase (which is marked by consolidation and vertical integration, and by more professional management) mandates the need for more sophisticated marketing strategy. The article identifies and discusses industry specific and international business variables that impact the marketing of high-tech products. |
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