haku: @author Davies, W. / yhteensä: 7
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| Tekijä: | Davies, W. Brush, K. E. |
| Otsikko: | High-tech industry marketing and the elements of a sophisticated global strategy |
| Lehti: | Industrial Marketing Management
1997 : JAN, VOL. 26:1, p. 1-13 |
| Asiasana: | |
| Vapaa asiasana: | MARKETINGSTRATEGIE, MULTINATIONALE UNTERNEHMEN, TECHNIK |
| Kieli: | eng |
| Tiivistelmä: | 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. This article identifies and discusses industry specific and international business variables that impact the marketing of high-tech products, and presents a high-tech industry marketing-mix, which facilitates the development of sophisticated global marketing strategies. |
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