Product details

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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 1987
Version: 14 October 1987
Revision date: 05-Jul-2016

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.

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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.

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