Strategies for High-Tech Firms

Marketing, Economic, and Legal Issues

P.M. Rao (Long Island University - Post Campus, USA), Joseph A. Klein

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English

Routledge
08 February 2013

Sales & marketing; Operational research; Hi-tech manufacturing industries

This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.

By: P.M. Rao (Long Island University - Post Campus USA), Joseph A. Klein
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 246mm, Width: 174mm, Spine: 23mm
Weight: 612g
ISBN: 9780765617972
ISBN 10: 0765617978
Pages: 248
Publication Date: 08 February 2013
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Preface 1. Sustaining Competitive Advantage in a High-Tech Environment 2. Analytical Tools for Marketing High-Tech 3. Pricing Strategies for High-Tech Products and Services 4. IP Primer: A Legal Perspective 5. Inter-Firm Technology Transfers and Collaboration 6. Product and Promotion Strategies in High-Tech Firms 7. Externalities and Ethics: The Social Impact of Technology and How High-Tech Firms' Responses May Intertwine with Their Marketing Strategy 8. Global Dimensions of High-Tech Firm Strategies: The Case of the Pharmaceutical Industry

P. M. Rao is a Professor of Marketing and International Business at the College of Management, Long Island University- Post Campus, USA. Joseph A. Klein is an attorney with a Harvard Law School degree, who specializes in information technology law, commercial contracts, and antitrust law.