Marketing High Technology

Marketing High Technology

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Davidow, William H. Free Press, 1986
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IN THIS SUMMARY

The 1980s marketplace for microprocessors and computers might better be described as a battlefield. Companies rose and fell rapidly, attacked by both larger rivals and smaller upstarts. Commodification made it hard to differentiate products, and the falling cost of production lowered barriers to entry. In this environment, successful technology companies had to orient themselves around marketing and customers rather than continue in the tradition of simply trying to produce great engineering. In Marketing High Technology, William H. Davidow shares the lessons he learned as senior vice president of marketing and sales for Intel Corporation during that time. Chief among them was that victory rested on the commitment to the customer and dedication to the product rather than the marketing strategy or even the device itself.