Strategic Marketing for High Technology Products
An Integrated Approach
This book delimits the concept of high technology and explores the characteristics of high-tech markets and the high-tech environment, with the ultimate goal of contributing to the formulation of effective new processes for product development and launching to the market, in the high-tech context. It highlights and promotes the integrated functional department approach, especially in relation to R&D and Marketing, It outlines and classifies the specific qualities and characteristics of the high-tech sector, while accommodating their use within the context of strategic marketing management and adopts a marketing oriented approach (consumer oriented, market oriented and competition oriented).
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Fotiadis, Thomas
Thomas Fotiadis is Associate Professor of Marketing and is Director of the Marketing Lab, Department of Production and Management Engineering, Democritus University of Thrace in Greece.
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