Marketing High Technology

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 16 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 20 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.

Business & Money

Davidow, William H.

Management & Leadership

Free Press

The Virtual Corporation

Business Development & Entrepreneurship

Customer Service: The Competitive Weapon for the 1990sDemand for total customer service is rolling over business like a juggernaut. Companies that master service will triumph; those that ignore it will be swept into bankruptcy. Total Customer Service shows why understanding customer service is imperative, how to achieve it, what it costs, and provides a six-point plan for acquiring the decisive weapon in business wars. The Six-Point Plan for Gaining the Competitive Edge
<dl>
<dt>• Devise a service strategy</dt>
<dd>• Get top managers to behave like customer service fanatics</dd>
<dt>• Concentrate on motivating and training employees</dt>
<dd>• Design products and services that make good customer service possible</dd>
<dt>• Invest in service infrastructure</dt>
<dd>• Monitor achievement of customer service goals</dd>
</dl>

Total Customer Service: The Ultimate Weapon: A Six Point Plan for Giving Your Company the

Harper-perennial

An analysis of emerging revolutionary business practices identifies the new industrial revolution occurring in business and focuses on new strategies that will determine the economic fate of nations in the next century. 50,000 first printing. $50,000 ad/promo. Tour.

The Virtual Corporation: Structuring and Revitalizing the Corporation for the 21st Century

Malone, Michael S.

Harpercollins

A fascinating examination of the new strategies used by the most advanced corporations that are propelling the current industrial revolution.

Harper Paperbacks

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.

See the best price to sell, buy, or rent books by Davidow, William H.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Davidow, William H.

See the best price to sell, buy, or rent books by Davidow, William H.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing High Technology

The Virtual Corporation

Total Customer Service: The Ultimate Weapon: A Six Point Plan for Giving Your Company the

The Virtual Corporation: Structuring and Revitalizing the Corporation for the 21st Century

The Virtual Corporation: Structuring and Revitalizing the Corporation for the 21st Century

Marketing High Technology