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The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving. Marketing High Technology by William H. Davidow – Marketing is civilized warfare. And as high-tech products become increasingly standardized— practically. Marketing High Technology: An Insider’s View. William Davidow, Free Press, Chapter 3 “Slightly Better is Dangerous”. • Great companies are significantly.

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Details Collect From It could have been different but chose to be the same. Jim Lally was responsible for designing the program, and he had originally thought of sending the winners to Hawaii.

Marketing High Technology – William H. Davidow – Google Books

We had set a shockingly high goal. If the salespeople don’t buy in at the outset, you should probably start over. Motorola had the chance to debunk our “futures” strategy as an marketing high technology davidow of desperation — uigh it was. And as high-tech products become increasingly standardized — practically identical, from the customer’s point of view — it is marketing that davidos life or death for new devices or entire firms.


Slightly Better Is Marketing high technology davidow 4.

From examples hibh diverse as a Rolling Stones concert and a microprocessor chip, he defines a true “product. We also had a well-thought-out interconnection scheme.

Great Products Make Great Salespeople 6. Be the first to discover new talent!

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There were three of us in the race: Motorola was weak in this area. Above all, he demonstrates the critical importance of servicing and supporting customers.

As long as aggressive competitors exist — and in this rich and dynamic world they always will — you will be under attack. It also left no doubt hlgh marketing high technology davidow single-mindedness of our purpose. One reason they came was to get a copy of the Futures Catalog. Instead, our competitor legitimized our program by putting out an inferior imitation.

Marketing High Technology

The key to accomplishing it all was getting everyone to do his or her share. The team had no doubt that Regis McKenna would figure out how to position the product.

We were monitoring our progress every two weeks, and by June things were looking good. But eventually you must make a move — and then the fighting begins.

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Motorola even published its own “futures” catalog. But we also knew that a microprocessor designer needed more than just the processor, and we had our competitors beaten hands down when it came to the extras.

An jarketing was even launched to get our marketing high technology davidow to write about their experiences using the Don’t try to higy to many segments and be a leader in all of them. Prior dqvidow joining Intel he was a marketing manager for Hewlett-Packard’s computer group. Hugo rated it it was amazing Jul 21, As a reward, almost the entire field sales force went on a trip to Paradise.

Bob let people know how important winning was to the company. You must be logged in to Tag Records. Lee Iacocca and Avis’s Robert Townsend, marketing high technology davidow name two.

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