Marketing is civilized warfare. And as high-tech products become increasingly standardized — practically identical, from the customer’s point of view — it is. Marketing High Technology: An Insider’s View. William Davidow, Free Press, Chapter 3 “Slightly Better is Dangerous”. • Great companies are significantly. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving.

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Marketing High Technology : An Insider’s View by William H. Davidow (1986, Hardcover)

Above all, he demonstrates the critical importance of servicing and supporting customers. Be the first to ask a question about Marketing High Technology.

Intel gave good service; Motorola because it had failed to invest in the support infrastructure could not. Andy technoloyg that Crush would remain a corporate focus until the job was done.

Online Sample text Broken link? At Intel, people assumed that any problem could be solved. Mar 16, Kate marked it as to-read Shelves: Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs.

Marketing High Technology by William H. Davidow

To learn more about Copies Direct watch this short online video. But not all of Intel’s success derived from intrinsic strengths. Prior to joining Intel he was a marketing manager for Hewlett-Packard’s computer group.


Great Products Make Great Salespeople 6. Roger Borovoy, the corporate counsel, was concerned about the implications of such a loaded word.

In late November Don Buckout, an Intel field engineer on Long Island, sent management an technilogy and desperate eight-page telex. The marketing and sales group was suffering from apathy brought on by shattered morale. An effort was even launched to get our customers to write about their experiences using the Software-oriented customers, many of whom had migrated from the minicomputer field, wanted a microprocessor “architecture” design with precisely the features we lacked and Motorola and Zilog had.

Michael rated it really liked it Aug 09, Motorola was weak in this area. 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. The key to accomplishing it all was getting everyone to do his or her share. Crush the Competition Marketing is civilized warfare.

Marketing High Technology : An Insider’s View by William H. Davidow (, Hardcover) | eBay

The team had no doubt that Regis McKenna would figure out how to position the product. Trivia About Marketing High Te Bill rated it really liked it Dec 30, Mowery Limited preview – Mats rated it really liked it Apr 21, Management encouragement had been ineffective at correcting what was becoming a destructive situation. My career depended jarketing a single victory. Jakub A rated it it was amazing Aug 24, They lacked technical support in the field as well.


What were those strengths? Marketing took what it had and created a “new” product line that the customers believed they needed. The stories of such marketing coups are our business legends — what Iacocca did at Chrysler and what Townsend did at Avis. Motorola is a much tougher company today.

Now, we marketng to organize the company to deliver our message. As subtlety is not one of Andy’s strengths, the managers had no doubt about what that statement meant. Many customers actually relished the opportunity to stick it to the famous Intel. It was easier to work on other projects.

George Jankovic rated it really liked it May 07, Being abused by customers markfting and even Intel’s own sales force — wasn’t fun. Your Cart items Cart total. BookOnline – Google Books.