Customer Reviews

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

5 star:		(2)
4 star:		(0)
3 star:		(0)
2 star:		(1)
1 star:		(0)

 

 

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.

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.

... 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.