Key Success Strategies for Marketing of High Technology Products : A Review

Kidiyoor, Gururaj (2010) Key Success Strategies for Marketing of High Technology Products : A Review. Drishtikon: A Management Journal, 1 (2). pp. 37-64.

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Abstract

High technology product markets seem to exhibit unique characteristics that impact both the marketer and the customer. The products seem to pose unique marketing challenges and in there has been considerable academic work suggesting different approaches in marketing elements such as segmentation, targeting, positioning, the four Ps, customer relationship management, branding and other strategies. Faster product introductions, strategic alliances, bundle pricing and integrated marketing communications are some of the strategies deemed suitable for high tech products. In addition, a different approach altogether towards strategy making has also been suggested. Key words: High – Technology Products, Role of Marketing Product Development, Pricing Options, Brand Building, Unique Approaches

Item Type:	Article
Uncontrolled Keywords:	High – Technology Products;Role of Marketing Product Development;Pricing Options;Brand Building;Unique Approaches
Subjects:	Marketing > Services Marketing > Direct Marketing
Divisions:	Marketing Management
Depositing User:	Mr. Ramesh Kamath
Date Deposited:	31 Oct 2018 14:05
Last Modified:	31 Oct 2018 14:05
URI:	http://tapmi.informaticsglobal.com/id/eprint/237

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