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Strategic marketing for high technology products : an integrated approach

Author: Thomas Fotiadis
Publisher: London : Routledge, 2018. ©2018
Series: Routledge studies in innovation, organization and technology.
Edition/Format:   eBook : Document : EnglishView all editions and formats
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Genre/Form: Electronic books
Additional Physical Format: Print version:
FOTIADIS, THOMAS.
STRATEGIC MARKETING FOR HIGH TECHNOLOGY PRODUCTS.
[Place of publication not identified] : ROUTLEDGE, 2018
(OCoLC)1008986514
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Thomas Fotiadis
ISBN: 9780203712924 0203712927 9781351363808 1351363808
OCLC Number: 1035763158
Description: 1 online resource
Contents: Cover; Title; Copyright; Dedication; Contents; List of illustrations; Acknowledgments; 1 The environment; 1.1 High Technology: definitions, characteristics, environment, importance; 1.2 Definitions of High Technology by (inter)national organizations and its delimitation vis-à-vis its distinguishing features; 1.3 The "chasm"; 1.4 The significance of High Technology; 2 Business culture and High Tech enterprises; 2.1 Strategic concerns and approaches; 2.2 Culture of innovation in High Tech enterprises; 2.3 Composition of strategic-culture approaches; 3 Integration 3.1 The role of marketing in High Tech enterprises and the importance of integration3.2 Presentation --
analysis of integration models; 4 The model; 4.1 Variables of the framework; 4.2 Adopted viewpoint of communication- collaboration-integration; 4.3 The goals for the proposed framework; 4.4 Proposed framework; 4.5 Contribution of the proposed theoretical framework; Bibliography; Index
Series Title: Routledge studies in innovation, organization and technology.
Responsibility: Thomas Fotiadis.

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Dr. Fotiadis's monograph includes a thorough survey of the literature while the proposed methodology and model are fairly easy to implement, well-grounded and documented and may prove potentially Read more...

 
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