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Marketing High Technology
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.
224 pages, Hardcover
First published June 2, 1986
About the author
William H. Davidow
10 books4 followersBill Davidow has been a high-technology industry executive and a venture investor for more than 30 years. In 1985, he founded Mohr Davidow Ventures, a venture capital firm and continued as an active advisor after stepping down as a general partner. Davidow is the author of Marketing High Technology and a co-author of Total Customer Service and The Virtual Corporation. His latest book is, The Autonomous Revolution—Reclaiming the Future We’ve Sold to Machines
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Displaying 1 - 6 of 6 reviews
Want to read
March 16, 2014Recommended by Steve Blank
January 4, 2011
Little bit outdated and some data seems to be wrong.
But in general - very solidand fun to read book.
FInd a segment you are going to lead. Don't try to cater to many segments and be a leader in all of them. Cost of entry into a new segment/market is 70% of the leader's annual revenue.
But in general - very solidand fun to read book.
FInd a segment you are going to lead. Don't try to cater to many segments and be a leader in all of them. Cost of entry into a new segment/market is 70% of the leader's annual revenue.
December 5, 2010
It's a classic! Intelligent, original thinking in a field where both are hard to find.
June 27, 2012
A great book.
October 23, 2010
marked it as to-read
September 6, 2018
A great chronicle of Intel's early marketing campaigns and personalities, and their relevance to marketing strategy in the mold of Harvard prof Ted Levitt.
Displaying 1 - 6 of 6 reviews