Successful Marketing Strategy for High-Tech Firms -- Contents -- Introduction xi -- Acknowledgments xv -- 1. The Meaning of Marketing for High-Tech Firms -- 1.1 What is marketing? 1 -- 1.2 What is a high-tech product? 6 -- 1.3 What is high-tech marketing? 23 -- 1.4 Summary 26 -- References 27 -- 2. Corporate and Marketing Strategies in the High-Tech Industry -- 2.1 The company's mission and vision in the high-tech industry 32 -- 2.2 The strategic dimensions of technology 34 -- 2.3 Technology as a strategic resource competence 48 -- 2.4 Developing technology competence through external growth 58 -- 2.5 Marketing strategy and marketing plan for high-tech products 64 -- 2.6 Summary 68 -- References 69 -- 3. Knowing Customers and Markets -- 3.1 Determining the customer™s buying behavior 74 -- 3.2 Estimating demand 93 -- 3.3 Managing the relationship with customers 101 -- 3.4 Summary 102 -- References 103 -- 4. Understanding Competitors -- 4.1 Identifying competitors 108 -- 4.2 Analyzing a competitor's strategy 117 -- 4.3 Finding information about competitors 121 -- 4.4 Organizing competitive analysis 127 -- 4.5 Summary 129 -- References 129 -- 5. Selecting Markets -- 5.1 Two market segmentation methods for high-tech products and services 133 -- 5.2 Evaluating and targeting segments 142 -- 5.3 Positioning of the solution 145 -- 5.4 Segmentation and time 150 -- 5.5 Summary 152 -- References 153 -- 6. Product Strategy -- 6.1 Managing the three product dimensions 156 -- 6.2 Managing a product range 173 -- 6.3 Managing a high-tech product according to its product life cycle 176 -- 6.4 Summary 184 -- References -- 7. Distributing and Selling High-Tech Products -- 7.1 Selecting distribution channels for high-tech products 190 -- 7.2 Managing distributors of high-tech products 198 -- 7.3 Selling high-tech products 201 -- 7.4 Summary 213 -- References.

8. Communication Strategy for High-Tech Products -- 8.1 Communication for high-tech products 218 -- 8.2 Setting a communication budget 219 -- 8.3 Allocating the advertising budget 221 -- 8.4 Managing promotional tools 231 -- 8.5 Preannouncement in the communication plan for high-tech products 232 -- 8.6 Corporate advertising, public relations, and viral marketing 233 -- 8.7 Summary 236 -- References 237 -- 9. Pricing High-Tech Products -- 9.1 Determining price limits 242 -- 9.2 Setting the price of high-tech products 249 -- 9.3 Adapting a price policy to different types of high-tech products 256 -- 9.4 Integrating the other determinants of price 257 -- 9.5 Managing price 259 -- 9.6 Summary 259 -- References 260 -- 10. The Position of Marketing Within High-Tech Companies -- 10.1 The position of the marketing structure in a high-tech firm 264 -- 10.2 The internal organization of the marketing structure 266 -- 10.3 The necessity for interdepartmental cooperation 270 -- 10.4 Summary 280 -- References 281 -- Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company -- Appendix B: The Marketing Plan -- References 292 -- About the Author -- Index.