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One of the key determinants of success for today’s high-technology companies is product strategy—and this guide continues to be the only book on product str

This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, fro

Annotation This revised edition of the bestseller reflects the realities of the new high-tech marketplace where effective marketing strategy counts as much as t

In order for High Technology (HT) companies to tackle contemporary demanding market challenges, they frequently deploy time-reduction strategies with respect to

Marketing is civilized warfare. And as high-tech products become increasingly standardized—practically identical, from the customer's point of view—it is ma