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Viardot E. Ч Successful Marketing Strategies for High-Tech Firms
Viardot E. Ч Successful Marketing Strategies for High-Tech Firms

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Ќазвание: Successful Marketing Strategies for High-Tech Firms

јвтор: Viardot E.

јннотаци€:

This extensively revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology. The multitude of brand new material includes detailed case studies that teach the hard-learn lessons that have enabled such high-tech giants as Yahoo, IBM, Cisco, Nokia, Samsung, and eBay to come out of the tech market meltdown stronger and more competitive. You learn how to develop innovative product offers that connect to actual customer needs so your organization can create new wealth and develop new markets.


язык: en

–убрика: Ёкономика и финансы/

—татус предметного указател€: √отов указатель с номерами страниц

ed2k: ed2k stats

»здание: 3rd edition

√од издани€: 2004

 оличество страниц: 324

ƒобавлена в каталог: 21.05.2005

ќперации: ѕоложить на полку | —копировать ссылку дл€ форума | —копировать ID
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ѕредметный указатель
acquisitions      63Ч64
Action programs      66Ч67
Action programs, defined      66
Action programs, efficient      67
Administrative agencies      125
Advertising, budget allocation      221Ч230
Advertising, budgets      218
Advertising, corporate      234
Advertising, direct marketing      225Ч226
Advertising, magazines/newspapers      227Ч228
Advertising, media types      221
Advertising, mixes      229Ч230
Advertising, online marketing      226Ч227
Advertising, outdoor      229
Advertising, packaging      227
Advertising, radio      228Ч229
Advertising, sales communication material      225
Advertising, sales/sales management      221Ч222
Advertising, seminar and presentation      224Ч225
Advertising, SMS marketing      227
Advertising, television      228
Advertising, trade magazines      222Ч223
Advertising, trade shows      223Ч224 (see also УCommunicationФ)
Aerogel      16
After-sales market      211Ч213
After-sales market, defined      211
After-sales market, distribution channels and      213
After-sales market, key buying factors in      212
After-sales market, pricing errors      212
After-sales market, pricing tactics      213
After-sales market, reliability and      212 (see also УSellingФ)
Alliances      60Ч62
Alliances, B2B      61
Alliances, defined      60
Alliances, market-based      60
Alliances, technology-based      60Ч62 (see also УExternal development sourcesФ)
American Marketing Organization (AMA)      2
Anticompetitive activity      107
AOL/Microsoft rivalry      122
B2B, alliances      61
B2B, e-commerce volume      192
B2B, high-tech products and      26
B2B, purchasing factors      79Ч84
B2C on-line markets      193
B2C, high-tech products and      26
Bargaining strength      113Ч115
Bargaining strength of buyers      114
Bargaining strength of complementors      114Ч115
Bargaining strength of suppliers      113Ч114
Basic technologies      54
Benchmarking      124
Beta-testing      138
Bidding price      252
Bluetooth standard      48
brainstorming      136
brands      163Ч169
Brands by customer experience      166
Brands, benefits      164
Brands, colors      166
Brands, customer response to      167
Brands, defined      163
Brands, facilitation      163
Brands, identity      164
Brands, logos      165
Brands, major threats to      168Ч169
Brands, management decisions      168
Brands, meaning levels      164
Brands, recognition      167
Brands, stages      166Ч167
Brands, tag line      166
Brands, value      166 (see also УProduct physical attributesФ УProductsФ)
Break-even point      250Ч251
Bundling      258
Buyers, bargaining strength      114
Buzz marketing      235Ч236
Categories      54
Cisco, Distribution Partners (CDPs)      197Ч198
Cisco, marketing organization case study      267
Cisco, Partner Consultative Support      200
Cisco, Services Management System (SMS)      200
Colors      166
Common marketing plan (CMP)      201
Communication for high-tech products      218Ч219
Communication networks, GFNs      45Ч46
Communication networks, many-to-many      45
Communication networks, one-to-many      45
Communication, budget, setting      219Ч221
Communication, campaign targets      219
Communication, corporate advertising      234
Communication, mixes      229Ч230
Communication, preannouncement      232Ч233
Communication, public relations (PR)      234Ч235
Communication, strategy      217Ч237
Communication, summary      236Ч237
Communication, word-of-mouth      235Ч236 (see also УAdvertisingФ)
Compactness, product      160Ч161
Compatibility for increased returns generation      44Ч46
Compatibility in PC industry      45
Competencies, building      58
Competencies, core, managing technology as      55Ч58
Competencies, developing, through external growth      58Ч64
Competencies, strategic resource      48Ч58
Competencies, threat of substitute products      111Ч112
Competitive analysis      118Ч121
Competitive analysis, financial data      118Ч119
Competitive analysis, organizing      127Ч129
Competitive analysis, performers of      127Ч128
Competitive analysis, performing      128Ч129
Competitive analysis, political data      119Ч120
Competitive analysis, sales data      118
competitive evolution of      38
Competitive forces      112
competitors      107Ч129
Competitors, bargaining strength of buyers      114
Competitors, bargaining strength of complementors      114Ч115
Competitors, bargaining strength of suppliers      113Ч114
Competitors, competitive analysis      118Ч121
Competitors, external information sources      121Ч126
Competitors, government influence      115Ч116
Competitors, identifying      108Ч116
Competitors, identifying by market      108Ч111
Competitors, identifying by product      108Ч111
Competitors, identifying, at industry level      111Ч116
Competitors, information on      121Ч127
Competitors, internal information sources      126Ч127
Competitors, management style      121
Competitors, monitoring of      128
Competitors, pricing and      247Ч249
Competitors, strategic groupings      117Ч118
Competitors, strategy analysis      117Ч121
Competitors, summary      129
Competitors, threat of new entrants      112Ч113
Competitors, understanding      107Ч129
Complementors, bargaining strength      114Ч115
Complementors, defined      114
Computer-aided manufacturing (CAM)      147
Computers, car industry role      41
Computers, product/market segments      109
Concentrated marketing      143
Concept tests      94Ч95
Consulting companies      125
Consumers      85Ч87
Consumers, followers      86Ч87
Consumers, forerunners      85Ч86
Consumers, innovators      85
Consumers, mainstream users      86
Consumers, rebels      87
Consumers, segmentation variables for      140
Consumers, traditionalists      87
Cooperation      270Ч280
Cooperation as key success factor      281 285
Cooperation with manufacturing and customer service      275Ч278
Cooperation with R&D      270Ч275
Cooperation, organizing      278Ч280
Corporate advertising      234
Cost of goods sold (COGS)      46
Costs, experience curve      246
Costs, learning curve, estimating      244Ч246
Costs, pricing below      255Ч256
Costs, R&D      246
Creativity techniques      136
Customer relationship management (CRM)      88
Customer Relationship Management (CRM), effectiveness      102
Customer Relationship Management (CRM), software      101
Customer Relationship Management (CRM), strategic groups      118
Customer Relationship Management (CRM), technological infrastructure and      102
Customers as referral source      209
Customers in satellite launching business      83
Customers, Beta-test      138
Customers, buying behavior      74Ч93
Customers, crosschecking      137
Customers, demand estimation      93Ч101
Customers, demands, response to      286
Customers, face-to-face time with      210
Customers, follow-up      208Ч209
Customers, grouping of      137 139
Customers, innovations and      73
Customers, knowledge of      73 285
Customers, managing relationship with      101Ч102
Customers, orientation      5
Customers, perceived value      252Ч255
Customers, perception      79
Customers, preferences      98
Customers, purchase behavior      98
Customers, qualification checklist      205Ч206
Customers, qualifying      205
Customers, selective retention      79
Customers, service, cooperation with      275Ч278
Customers, value, understanding      73
Customization, product      162Ч163
Data banks      125
Decline stage      184
Delivery      171
Demand estimation      93Ч101
Demand estimation on-line market research      99Ч101
Demand estimation, concept tests/prototype tests      94Ч95
Demand estimation, expert opinion      96
Demand estimation, high-tech products and      93
Demand estimation, quantitative analysis      97Ч99
Demand estimation, sampling groups      96Ч97
Demand estimation, test markets      96Ч97
Differentiated marketing      144
Differentiated products      21
direct marketing      225Ч226
Discrete choice modeling (DCM)      253
Distribution channels, after-sales market      213
Distribution channels, decisions      189 213
Distribution channels, design decisions (cost of network)      193Ч195
Distribution channels, design decisions (degree of network control)      196Ч197
Distribution channels, design decisions (flexibility of network)      197Ч198
Distribution channels, design decisions (product characteristics)      195Ч196
Distribution channels, design decisions (size of market)      191Ч93
Distribution channels, evolution of      194
Distribution channels, impact      201
Distribution channels, profitability analysis      194
Distribution channels, selecting      190Ч198 214
Distribution channels, selection criteria      191
Distribution channels, summary      213Ч214
Distribution network, cost of      193Ч195
Distribution network, degree of control over      196Ч197
Distribution network, flexibility of      197Ч198
distributors      190
Distributors as competitor information source      126
Distributors, managing      198Ч201
Distributors, negative feedback loop      199
Distributors, perfect      202
Distributors, selecting      198
Distributors, training      198Ч199
Diversity, in high-tech products      20Ч21
Documentation      171Ч172
Dynamic random access memory (DRAM)      42 119
E-marketplaces      192
Elasticity of demand      242Ч244
Elasticity, determining      244
Elasticity, low      243 (see also УPricingФ)
Electronic commerce industry      111
Electronic data interchange (EDI)      192
Emerging technologies      54
Enterprise Resource Planning (ERP)      34 47
Entrants, new      112Ч113
Expert opinions      96
External development sources      58Ч64
External development sources, acquisitions      63Ч64
External development sources, alliances      60Ч62
External development sources, hiring from the industry      60
External development sources, illustrated      58
External development sources, joint ventures      62Ч63
External development sources, licensing      59
External development sources, relabeling      58Ч59
External development sources, research contracts      59
External information sources (competitors)      121Ч126
External information sources (competitors), advertising literature      121
External information sources (competitors), benchmarking      124
External information sources (competitors), conferences/conventions      124
External information sources (competitors), distributors      126
External information sources (competitors), Internet tracking      126
External information sources (competitors), list of      123
External information sources (competitors), panels      125
External information sources (competitors), partnerships      124
External information sources (competitors), patents      124
External information sources (competitors), periodicals      126
External information sources (competitors), press      125Ч126
External information sources (competitors), public/private data banks      125
External information sources (competitors), specialized administrative agencies      125
External information sources (competitors), specialized consulting companies      125
External information sources (competitors), standardization committees      124Ч125
External information sources (competitors), study trips      125
External information sources (competitors), suppliers      121Ч122 126
External information sources (competitors), trade shows      124
financial data      118Ч119
focus groups      94
Followers      86Ч87
Forecasting methods      98Ч99
Forerunners, attracting      89
Forerunners, defined      86
Forerunners, needs of      90 (see also УConsumersФ)
Global distribution system (GDS)      277
Global System for Mobile communications (GSM)      45
Global, going      47
Go-to-market approach      263
Government, in market creation      115
Government, influence of      115Ч116
Government, involvement      21Ч23
Group Forming Networks (GFNs)      45Ч46
Growth phase      41Ч48
Growth phase, compatibility      44Ч46
Growth phase, defined      36
Growth phase, global      47
Growth phase, investment more than competitors      47
Growth phase, managing      183
Growth phase, open architecture and      43Ч44
Growth phase, production cost minimization      46Ч47
Growth phase, sales      181Ч183
Growth phase, supportive network      47Ч48
Growth phase, sustaining      182 (see also УLife cyclesФ УTechnologiesФ)
High performance computing (HPC) market      143
High Performance Computing and Communications Initiative (HPCCI)      21 115
High tech as catchall category      6
High tech, defined      1
High-tech companies, abilities, awareness of      285Ч286
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