Marketing for Engineers: Building Products That Succeed (Ieee Engineers Guide to Business) [Paperback]

Stan Haavik (Author)

Product Details

• Paperback: 87 pages
• Publisher: Ieee (January 1996)
• Language: English
• ISBN-10: 0780322649
• ISBN-13: 978-0780322646
• Product Dimensions: 9.2 x 6.2 x 0.2 inches
• Shipping Weight: 5.6 ounces
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #9,701,136 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Excellent Overview, February 27, 2001

By 

Roger W. McIntire (Berkeley Springs, WV USA) - See all my reviews

This review is from: Marketing for Engineers: Building Products That Succeed (Ieee Engineers Guide to Business) (Paperback)

This book gave me exactly the kind of overview I wanted to mesh engineering ideas with marketing savvy. The author obviously knows his stuff. Also appreciated the no-nonsense chapter on marketing yourself in this era of downsizing. Good book and worth the money.

5.0 out of 5 stars An Intro to Marketing for Engineers, February 25, 2001

By 

Stan Haavik (Annapolis, Maryland) - See all my reviews

This review is from: Marketing for Engineers: Building Products That Succeed (Ieee Engineers Guide to Business) (Paperback)

This book is designed to be a high-level overview of marketing for persons who have little background in the field. It covers many issues of importance to engineers as they think of introducing products to the marketplace such as the Technology Adoption Life Cycle, trade-offs between achieving rapid time-to-market and quality, product positioning and the Marketing Mix. Even for engineers who have been in industry for some time it can help fuel a dialog between their work and that of the persons responsible for introducing their products to the marketplace.

0 of 1 people found the following review helpful:

2.0 out of 5 stars Covers old ground -- and not very much if it., June 4, 1998

By A Customer

This review is from: Marketing for Engineers: Building Products That Succeed (Ieee Engineers Guide to Business) (Paperback)

... Of course, one buys business books for quality of ideas, not quantity of words, and Haavik disappoints here with a very superficial rehash of common marketing concepts. This is a pamphlet, not a serious book. Spend the money on Crossing the Chasm.