haku: @author Gardner, D. / yhteensä: 9
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| Tekijä: | Gardner, D. |
| Otsikko: | A contingency approach to marketing high technology products |
| Lehti: | European Journal of Marketing
2000 : VOL. 34:9/10, p. 1053-1077 |
| Asiasana: | HIGH TECHNOLOGY MARKETING STRATEGY PRODUCT DIFFERENTIATION |
| Kieli: | eng |
| Tiivistelmä: | Little conceptual and empirical effort has been directed toward differentiating high technology from low technology products, and identifying effective strategic alternatives for marketing technology-based products. The purpose of this paper is to answer such fundamental questions as: what a high technology product is; what dimensions differentiate between high and low technology products and their marketing strategies; and what types of marketing strategies high technology companies should use. |
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