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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.
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.
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