Strategies for High-Tech Firms: Marketing, Economic, and Legal Issues
Autor P.M. Rao, Joseph A. Kleinen Limba Engleză Paperback – 8 feb 2013
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Specificații
ISBN-13: 9780765617989
ISBN-10: 0765617986
Pagini: 248
Dimensiuni: 174 x 246 x 20 mm
Greutate: 0.43 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 0765617986
Pagini: 248
Dimensiuni: 174 x 246 x 20 mm
Greutate: 0.43 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
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Public țintă
Postgraduate and UndergraduateCuprins
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
Descriere
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.