Leading Edge Marketing: Turning Technology into Value

With the cost of introducing new technology products growing higher and higher, and the risks of failure becoming more severe, vendors, venture capitalists and entrepreneurs are realizing the need for creative and highly effective marketing more and more. Yet, they are often not prepared or equipped to efficiently conceive and deliver products that people are willing to pay for. Moreover, companies are often unable or unwilling to pay for outside help. Industry players often engage without a comprehensive and viable marketing and sales plan. They rely upon conferences, trade shows, advertising agencies, books, the Internet and even analysts to help them sell their products. As technology marketing continues to mature, industry players need more than an analysis of the chasm between capabilities and customers and other idiosyncrasies of the market. Marketers need a blueprint on how to proceed. High Tech Marketing: Turning Technology into Value is intended to provide it. The author presents complex and creative strategies as well as effective, proven methods and techniques to show how technology can help identify products with potential to deliver life-cycle profits as well facilitate the realization of that potential. The book will present both the techniques needed and the end-to-end process that should be followed for businesses to achieve success through high tech marketing. This book explains how a combination of traditional and high tech marketing techniques can be applied to build a customer base and deliver profits. It explains how to define, produce and deliver products and services. This includes understanding and implementing pricing and distribution strategies, the product life cycle and more. After reading this book the marketer should be equipped to develop and engage in a comprehensive marketing effort.