MARKETING HIGH TECHNOLOGY

Author: William H. Davidow
List Price: $35.00
Our Price: Click to see the latest and low price
ISBN: 002907990X
Publisher: Free Press (02 June, 1986)
Sales Rank: 17,081
Average Customer Rating: 4.79 out of 5

Customer Reviews

Rating: 5 out of 5
The Definitive High-Tech Marketing Guide
When this book was written, it broke new ground about the importance of crafting, marketing and selling "whole solutions." In an industry of constant technology innovations (and discontinuities, to steal a phrase from a follow-on editor), that is the only way to survive. This book is a must read, and really sets the stage for Geoffrey Moore's first book "Crossing the Chasm," another required reading for the student of high-technology marketing.

Rating: 5 out of 5
A must read for any start-up.
A clear and straightforward approach to the marketing challenges facing high technology companies. Davidow presents more than insights, he offers experienced guidance on some of company-building's thorniest issues. For example, his explanation of the difference between "devices" and "products" (which is the basis for Geoffrey Moore's "whole product" concept in Crossing the Chasm") is right on the mark. Although aimed at high technology companies, "Marketing High Technology" offers considerable value to any business. For new companies, it is a critical read

Rating: 2 out of 5
Lacks Substance
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.

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