High-tech industry marketing: the elements of a sophisticated global strategy

Article Abstract:

High-tech industry marketing strategies have been based almost exclusively on product technological superiority, and have tended to ignore other marketing elements and industry specific and international business variables. But the movement of the industry into a new life-cycle phase (which is marked by consolidation and vertical integration, and by more professional management) mandates the need for more sophisticated marketing strategy. The article identifies and discusses industry specific and international business variables that impact the marketing of high-tech products; and presents a high-tech industry marketing mix, and which facilitates the development of sophisticated global marketing strategies. (Reprinted by permission of the publisher.)

Semiconductors and related devices, Semiconductor Devices, Semiconductor and Related Device Manufacturing, Prepackaged software, Computer Software, Software Publishers, Management, High technology industry, Software, Marketing, Marketing management, Export marketing

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Relationship appraisal: a route to improved reseller channel performance

Article Abstract:

This study reports on research conducted within the computer hardware market into the development of a manufacturer/distributor relationship appraisal process. Criteria for the appraisal are identified from both parties, along with their views on such a process being introduced. Conclusions are drawn that provide valuable guidelines for organizations considering following this particular route with their distributors. A brief overview of the relevant literature related to manufacturer/distributor relationships is also provided for contextual rigor. (Reprinted by permission of the publisher.)

Computer and Computer Peripheral Equipment and Software Wholesalers, Computers, peripherals & software, Computers Wholesale, Evaluation, Computer industry, Distribution, Distribution channels, Computer wholesalers, Distributors (Commerce), Interorganizational relations

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An international profile of countertrading firms

Article Abstract:

This research empirically explores an array of international countertrade issues. The scope of the study is thought to be the broadest yet published in the countertrade literature in investigating a wide range of countertrade concepts using countertrade practitioners from an array of industrie (24) spanning the globe (23 countries). (Reprinted by permission of the publisher.)

International trade, Countertrade

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