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Marketing High Technology Paperback – May 9, 2012
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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.
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.
From the Back Cover
Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customer's point of view -- it is marketing that spells life or death for new devices or entire firms.
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Top customer reviews
Davidow's personal experience at Intel was invaluable in making compelling case studies.
Fortunately, I was very surprised to see theory applied to real life. Yes, as many have noted, some of what Mr. Davidow talks about is dated. His was the world of computer chips and hardware... not the internet. Nonetheless, his hands on experience to marketing to this reader seem as timely as ever.
If there is one lesson I've taken from "Marketing High Technology" is that "a product" is created in the marketing department. With all the thought, sweat, etc. that goes into building a device, it only becomes a product until after marketing has properly positioned it within a defined marketplace.
Equally interesting is his understanding of what marketing is supposed to do. From doing the analysis, to the positioning, to defining the buyer, his total view of marketing is certainly timely. A flashy slogan does not suffice.
His approach is also enlightening. Marketing a product for Davidow should be like a crusade... and how you engage your competition is like warfare. After all, especially in the business Davidow thrived in (Intel), the consequences of failure are high.
There are a number of insights within the book. I was especially intrigued by his 16 questions when evaluating a marketing department. After reading them, I understand why he thinks most marketing deparments fail to be what he expects.
An interesting read, especially when he discusses his experiences with Intel, I highly recommend.