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Marketing high technology : an insider's view

Author: William H Davidow
Publisher: New York : Free Press ; London : Collier Macmillan, ©1986.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Gives practical advice on developing and marketing products in the technology industry, looks in detail at Intel's marketing campaign against Motorola, and stresses the importance of commitment to a successful campaign.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: William H Davidow
ISBN: 002907990X 9780029079904
OCLC Number: 12910858
Notes: Includes index.
Description: xix, 194 pages ; 24 cm
Contents: Machine derived contents note: Contents --
Foreword --
Acknowledgments --
Introduction --
1. Crush the Competition --
2. The Winning Strategy --
3. Slightly Better Is Dangerous --
4. Why Companies Give Bad Service --
5. Great Products Make Great Salespeople --
6. Great Promotions Are Simple --
7. Price on Value but Charge What the Market Will Bear --
8. Be International or Fail --
9. Plan Products, Not Devices --
10. Great Products Need a Soul --
11. Do You Have Marketing? --
12. The Business of Business Is Total Satisfaction --
Appendix A. The Cost of Attacking a Competitor --
Appendix B. How Costs and Margin Goals Affect Price --
Index.
Responsibility: William H. Davidow.
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Abstract:

Gives practical advice on developing and marketing products in the technology industry, looks in detail at Intel's marketing campaign against Motorola, and stresses the importance of commitment to a successful campaign.

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