The Meaning of Marketing for High-Tech Firms

customers’ needs: management was placing too much attention on the technicalities of flying airplanes and not enough on the quality of the cus - tomers’ experiences. Carlzon said, “We used to think our biggest assets were aircraft, overhaul stations, and technical...

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What is marketing

Case: Buy Now, Pay Later. Does It Work the Same Way for Computers and Cars? In October 2002, IBM introduced a new financing plan called Total Usage Financing, designed to stimulate spending for its on-demand com - puting services from cash-strapped businesses. The...

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The Meaning of Marketing for High-Tech Firms

need, a company risks sacrificing its credibility. The product quickly disap - pears to a shelf, and the disappointed customer promises never to be taken again. This approach is even worse for services, because if a service is over - sold in the first place, it will never...

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What is marketing

Every company that believes that customers will buy its products if they are “good” (of good quality and with good performance) automatically has a product orientation. This implies that customers are able to recognize the product’s quality and that they are possibly willing...

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The Meaning of Marketing for High-Tech Firms

Distribution of Farm Product was first published, and today that seminal work is considered the first book on general marketing [2]. The definition of the word “marketing” can be found in its etymology. Marketing means “putting on the market.” Therefore, the purpose of mar - keting...

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The Meaning of Marketing for High-Tech Firms

It is clear that successful marketing strategies have been funda - mental for all the high-technology firms that have managed to survive the technology crash of 2001 and even to thrive after it. However, the words “marketing for high-tech firms” often hide confusion. First,...

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Acknowledgments

This book is dedicated to all the marketing managers at high-tech companies who agreed to share with me their professional experiences. I would like to thank the employees at the following companies for their cooperation: ◗ Accenture ◗ Amadeus ◗ Atos Origin ◗ Bain and...

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blinded by the mirage of technological innovation

blinded by the mirage of technological innovation, it is easier to continue manufacturing a technical masterpiece, even on the brink of bankruptcy. Moreover, marketing managers of successful high-technology compa - nies stress that there is not a large difference between marketing...

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The pressure to keep on being successful is only increasing

The pressure to keep on being successful is only increasing. In 1993, for example, the typical company in the high-tech top 100 (as measured by market value) of the Financial Times stayed there for 7 years; by the end of the decade, the average tenure had dropped to 3 years....

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