Promoting High Technology Industry

This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

In the wake of declining federal involvement in state affairs, state governments have taken the initiative in creating science and technology policies and programs for economic development. The contributors to this study look at the attempts of eight states—California, Florida, Massachusetts, Minnesota, New York, North Carolina, Pennsylvania, and T

China's reform and opening-up have contributed to its long-term and rapid economic development, resulting in a much stronger economic strength and much better life for its people. Meanwhile, the deepening economic integration between China and the world has resulted in an increasingly complex environment, growing influencing factors and severe challenges to China's economic development. Under the 'new normal' of the Chinese economy, accurate analysis of the economic situation is essential to scientific decision-making, sustainable and healthy economic development and to build a moderately prosperous society in all respects. By applying statistical and national economic accounting methods, and based on detailed statistics and national economic accounting data, this book presents an in-depth analysis of the key economic fields, such as real estate economy, automotive industry, high-tech industry, investment, opening-up, income distribution of residents, economic structure, balance of payments structure and financial operation, since the reform and opening-up, especially in recent years. It aims to depict the performance and characteristics of these key economic fields and their roles in the development of national economy, thus providing useful suggestions for economic decision-making, and facilitating the sustainable and healthy development of the economy and the realization of the goal of building a moderately prosperous society in all respects.

Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies—and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over twenty years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.