Vous voulez voir cette page en fran�ais ? Cliquez ici.

Quantity:

More Buying Choices

Have one to sell? Sell yours here

Share your own customer images

Search inside this book

Marketing High Technology [Hardcover]

William H. Davidow (Author)

4.7 out of 5 stars See all reviews (15 customer reviews)

List Price:	CDN$ 47.50
Price:	CDN$ 38.00 & this item ships for FREE with Super Saver Shipping. Details
You Save:	CDN$ 9.50 (20%)
	o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o o

In Stock.
Ships from and sold by Amazon.ca. Gift-wrap available.

Only 1 left in stock--order soon (more on the way).

Want it delivered Monday, May 28? Choose One-Day Shipping at checkout.

Product Details

Hardcover: 224 pages
Publisher: Free Press (Jun 2 1986)
Language: English
ISBN-10: 002907990X
ISBN-13: 978-0029079904
Product Dimensions: 24 x 16.6 x 2.1 cm
Shipping Weight: 635 g

Average Customer Review: 4.7 out of 5 stars See all reviews (15 customer reviews)

Amazon Bestsellers Rank: #415,860 in Books (See Top 100 in Books)
- #27 in Books > Professional & Technical > Business Management > Marketing & Sales > Marketing > Industrial
- #27 in Books > Business & Investing > Marketing & Sales > Marketing > Industrial

Would you like to update product info or give feedback on images?

Product Description

Book Description

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. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as "the driving force behind the micro processor explosion," tells how to fight the marketing battle in the intensely competitive world of high-tech companies -- and win.

Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition; how to "plan products, not devices"; how to give products a "soul"; and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer's ultimate goal.

The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intel's innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign.

Davidow clearly spells out 16 principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true "product." He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over 20 years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in today's high-risk, fast- changing, and very lucrative high-tech arena.

Inside This Book (Learn More)

First Sentence
MARKETING IS CIVILIZED WARFARE. Read the first page

Explore More
Concordance

Tag this product

(What's this?)

Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items.

Customer Reviews

15 Reviews

5 star:		(13)
4 star:		(1)
3 star:		(0)
2 star:		(1)
1 star:		(0)

Average Customer Review

4.7 out of 5 stars (15 customer reviews)

Share your thoughts with other customers:

Create your own review

Most helpful customer reviews

4.0 out of 5 stars Priceless Insights, Oct 13 2011

mayo615 - See all my reviews

This review is from: Marketing High Technology (Hardcover)

The book offers many valuable insights about marketing VLSI semiconductors. Bill was a key architect and leader of Intel's legendary "CRUSH" global marketing campaign that made Intel the dominant player in microprocessors and left Motorola wondering what had happened to them. Bill credits many of the other Intel players by name, and along the way offers unique insights into the challenges and complexities of an entirely new market that evolved nearly overnight. Design wins, the folly of specsmanship, peripheral chip drag business. All of these became key factors. The semiconductor market has morphed dramatically since the days of the 8086 vs. 68000, but Bill's insights remain as fresh as ever. I was fortunate to know Bill personally at Intel along with many of those named in the book. Reading it again, feels like being there again.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

2.0 out of 5 stars Lacks Substance, Jan 26 2004

Eric J. Wallentine (Meridian, Idaho USA) - See all my reviews
(REAL NAME)

This review is from: Marketing High Technology (Hardcover)

William Davidow has great organization in this book, but beyond the big picture, it lacks real substance. I could have taken this book, created an outline from just the chapter and section headings, and got as much out of it as I did reading the whole thing.

I recommend this book to the beginner in technology and marketing, but not to anyone with any real experience in either.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

5.0 out of 5 stars Don't Read Another, Jan 13 2003

David J. Hane (Wayzata, MN USA) - See all my reviews

This review is from: Marketing High Technology (Hardcover)

By far, one of the best (high tech) marketing books out. I couldn't put it down once I opened it.

Help other customers find the most helpful reviews

Was this review helpful to you? Yes No

Report abuse

Share your thoughts with other customers: Create your own review