Aims to demystify the concept of high-tech marketing. His first goal is to clarify the definition of high-tech marketing. Second, it provides a new framework for assessing the question: “How is high-tech marketing differs from traditional marketing practice?” Third, it discusses the impact of these differences – if any – for marketers in high-tech settings. Finally, it identifies some key marketing concepts often overlooked in all the hoopla about high tech.

Aims to demystify the concept of high-tech marketing. His first goal is to clarify the definition of high-tech marketing. Second, it provides a new framework for assessing the question: “How is high-tech marketing differs from traditional marketing practice?” Third, it discusses the impact of these differences – if any – for marketers in high-tech settings. Finally, it identifies some key marketing concepts often overlooked in all the hoopla about high tech.
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from
Rowland T. Moriarty Jr.,
Thomas J. Kosnik
18 pages.
Publication Date: Oct 14, 1987. Prod #: 588 012 PDF-ENG
High-tech to low-tech marketing: Where’s the beef? HBR case solution