Marketing High Technology (Hardcover)

~ (Author) "MARKETING IS CIVILIZED WARFARE..." (more)
Key Phrases: segment barriers, microprocessor business, many technology companies, United States, Bob Noyce, Andy Grove (more...)

Editorial Reviews

Review

Thomas J. Perkins General Partner, Kleiner Perkins Caufield and Byers Davidow writes about successful product crusades. Indeed, he is a crusader here, but for all marketing, for all companies: a tough challenge but one handled masterfully. This book should be required reading not only for marketeers, but for all those who depend upon successful new products -- from engineers to financiers. -- Review

Review

Theodore Levitt

Editor, Harvard Business Review; author of The Marketing Imagination

Marketing High Technology is a rare and marvellous book -- rare because it shows, in its own readable words, that while "great devices are invented in the laboratory, great products are invented in the Marketing Department." For the first time an experienced practitioner from a first-rate high-tech company tells the inside truth about the ingredients for marketing success. And it's a marvellous book because it says everything so well and convincingly. Life will never be the same.

John Sculley

Chairman and Chief Executive Officer, Apple Computer, Inc.

Bill Davidow is both an insightful thinker and respected player in the Silicon Valley phenomenon. Bill's unique perspective on high technology marketing makes this an important book for all of us in high technology to read.

Robert N. Noyce

Co-founder, Intel Corporation

Marketing High Technology documents clearly and forcefully that technological breakthroughs alone will not enable a company to survive. Marketing makes products. In particular, Davidow's discussion of the cost of entering a well-established competitor's market will be required reading for all marketing managers and chief executives.

Thomas J. Perkins

General Partner, Kleiner Perkins Caufield and Byers

Davidow writes about successful product crusades. Indeed, he is a crusader here, but for all marketing, for all companies: a tough challenge but one handled masterfully. This book should be required reading not only for marketeers, but for all those who depend upon successful new products -- from engineers to financiers.

See all Editorial Reviews

Product Details

• Hardcover: 224 pages
• Publisher: Free Press; First Printing edition (June 2, 1986)
• Language: English
• ISBN-10: 002907990X
• ISBN-13: 978-0029079904
• Product Dimensions: 9.4 x 6.3 x 0.9 inches
• Shipping Weight: 14.1 ounces (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (23 customer reviews)
• Amazon.com Sales Rank: #90,508 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

36 of 37 people found the following review helpful:

5.0 out of 5 stars A must-have book for high-tech marketing staff, February 22, 2000

By	J. G. Heiser (Sunninghill, Berks) - See all my reviews (REAL NAME)

This is a great guide to success in the high-tech marketplace. Although it predates Geoff Moore's model, it is completely complementary to Moore. Unlike Moore, Davidow goes into much more depth in terms of appropriate marketing activities. This is a useful book for all marketers, executives, engineers, and financial decision makers. It accurately portrays the dangers of making marketing decisions with an engineering mindframe instead of using business concepts.

Davidow's personal experience at Intel was invaluable in making compelling case studies.

11 of 11 people found the following review helpful:

5.0 out of 5 stars The best business book I have read, December 16, 2000

By	Andy Hayler "prose_lover" (London England) - See all my reviews (REAL NAME)

and I have read a few! This is a wonderful, practical book laced with real-life experiences from someone who has been in the marketing trenches at Intel and is now a VC. It is free of consultant jargon and gets straight into pragmatic advice. My only (minor) criticism is that it does tend to assume you are in a large corporation rather than a start-up, but the lessons seem equally valid. So many business books are disappointing, but this one had something useful on almost every page. Well done William Davidow!

10 of 10 people found the following review helpful:

5.0 out of 5 stars Double E!?, October 29, 2001

By	Alan Cheung (City University of Hong Kong, Hong Kong) - See all my reviews

I was greatly impressed by the book. I really can't believe that what I have seen in the book is wriiten by a PhD in electronic engineering! William has no marketing expertise or experience before he join the company HP. Nevertheless, by his extremely strong observation and analytical mind, he had develop a excellent strategy to successfully market high technology. In addition, at the end of the book, he also added 16 factors to evaluate the high-tech marketing plan. As a marketing student, I must confess that, it is much more worthwhile to read this book attending hundreds of hours of lecture! Although one may thought that the book was written in 90s such that the thoeries should be outdated. However, I believe that truth remains true no matter how old it is. So, I will not hesitate to recommend this book to anyone (especially for marketing students)!