Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 14 October 1987
Revision date: 5-Jul-2016
Length: 18 pages
Topics:
Target markets; Technology and analytics
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https://casecent.re/p/47551
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Abstract
Intended to demystify the notion of high-tech marketing. Its first objective is to clarify the definition of high-tech marketing. Second, it provides a new framework for evaluating the question: "How is high-tech marketing different from traditional marketing practice?" Third, it discusses the implications of these differences--where they exist--for marketers in high-tech settings. Finally, it identifies some important marketing concepts often overlooked in all the hoopla about high-tech.
About
Abstract
Intended to demystify the notion of high-tech marketing. Its first objective is to clarify the definition of high-tech marketing. Second, it provides a new framework for evaluating the question: "How is high-tech marketing different from traditional marketing practice?" Third, it discusses the implications of these differences--where they exist--for marketers in high-tech settings. Finally, it identifies some important marketing concepts often overlooked in all the hoopla about high-tech.