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Erschienen in:
1995 | OriginalPaper | Buchkapitel
Marketing High-Tech Products
verfasst von : Mike Meldrum, Malcolm McDonald
Erschienen in: Key Marketing Concepts
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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Technology is becoming an important competitive tool for many organisations as a means of differentiating themselves from other businesses in the market-place. Where such technology is a significant part of the overall market offering, organisations must consider whether its inclusion requires a particular approach or whether the nature of the technology will have little impact on the way in which the product is marketed.