Marketing High Technology,New

Marketing Is Civilized Warfare. And As Hightech Products Become Increasingly Standardized Practically Identical, From The Customers Point Of View It Is Marketing That Spells Life Or Death For New Devices Or Entire Firms. In A Book That Is As Fascinating As It Is Pragmatic, William H. Davidow, A Legend In Silicon Valley, Where He Was Described As 'The Driving Force Behind The Micro Processor Explosion,' Tells How To Fight The Marketing Battle In The Intensely Competitive World Of Hightech Companies And Win.Blunt, Pithy, And Knowledgeable, Davidow Draws On His Successful Marketing Experience At Intel Corporation To Create A Complete Program For Marketing Victory. He Drives Home The Basics, Such As How To Go Headon Against The Competition; How To 'Plan Products, Not Devices'; How To Give Products A 'Soul'; And How To Engineer Promotions, Market Internationally, Motivate Salespeople, And Rally Distributors. Above All, He Demonstrates The Critical Importance Of Servicing And Supporting Customers. Total Customer Satisfaction, Davidow Makes Clear, Must Be Every Hightech Marketers Ultimate Goal.The Only Comprehensive Marketing Strategy Book By An Insider, Marketing High Technology Looks Behind The Scenes At Industryshaking Clashes Involving Apple And Ibm, Visicorp And Lotus, Texas Instruments And National Semiconductor. He Recounts His Own Involvement In Crush, Intels Innovative Marketing Offensive Against Motorola, To Demonstrate, Stepbystep, How It Became An Industry Prototype For A Winning Hightech Campaign.Davidow Clearly Spells Out 16 Principles Which Increase The Effectiveness Of Marketing Programs. From Examples As Diverse As A Rolling Stones Concert And A Microprocessor Chip, He Defines A True 'Product.' He Analyzes And Explains In New Ways The Strategic Importance Of Distribution As It Relates To Market Sector, Pricing, And The Pitfalls It Entails. He Challenges Some Traditional Marketing Theory And Provides Unique And Important Insights Developed From Over 20 Years In The Hightech Field. From An Allencompassing Philosophy That Great Marketing Is A Crusade Requiring Total Commitment, To A Careful Study Of The Cost Of Attacking A Competitor, This Book Is An Essential Tool For Survival In Todays Highrisk, Fast Changing, And Very Lucrative Hightech Arena.