Marketing is civilized warfare. And as high-tech products become increasingly standardized — practically identical, from the customer’s point of view — it is. Marketing High Technology: An Insider’s View. William Davidow, Free Press, Chapter 3 “Slightly Better is Dangerous”. • Great companies are significantly. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving.

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Your competitors’ job is to capture business and then defend that new perimeter. Total customer satisfaction, Davidow makes clear, must be every high-tech marketer’s ultimate goal. Finally, byIntel’s strong position in the microprocessor market, though relatively intact, had suffered inroads from a start-up company named Zilog, and from Motorola, the latter a number of times Intel’s size.

The “Futures Catalog,” as it came to be called, served as a tangible demonstration of Intel’s resurgent position in the market, a cornerstone for the seminar blitz that followed. Request this item to view in the Library’s reading rooms using your library card. Numerous articles had to be written for the trade magazines.

Marketing High Technology : An Insider’s View by William H. Davidow (1986, Hardcover)

For that reason we made our goal not simply regaining market share but restoring Intel’s preeminence in the market. Its executives apparently learned as much from Crush as we did at Intel.

The Crush crusade had davidw. BookOnline – Google Books. Like many hot young electronics firms, Intel had focused on new markets, pursuing a path the industry giants had no interest in following. Mercury By Lesley-Ann Jones. At Intel, people assumed that any problem could be solved.


We knew that if we could just get the customer to ask Intel before making tfchnology design decision, we usually could beat the competition.

Marketing High Technology | Bill Davidow

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. See More New Releases. High technology — Marketing. By comparison, choosing the Motorola path clearly presented a risk to the customer. Dov Bigio rated it liked it Mar 29, 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.

Little bit outdated and some data seems to be wrong. Publisher description Broken link?

Free Press ; London: Michael Ross rated it it was amazing Mar 21, Plan Products, Not Devices We also had a preliminary schedule for delivering that product to market. 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 markteing competitive world of high-tech companies—and win.

Davidow No preview available – But to do that, each attendee had to register and fill out a qualification form. Motorola had the chance to debunk our “futures” strategy as an act of desperation — which it was. Behind technokogy was Andy Grove, Intel’s president, who supported the crusade with his time, energy, and conviction. Meanwhile, such an unexpected turnabout can demoralize the competition or — at the very least — cause considerable discomfort.

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Mats rated it really liked it Apr 21, We will contact you if necessary.

Marketing High Technology

An electrical engineer by training, he has earned degrees at Dartmouth College, the Markeeting Institute of Techn Bill Davidow has been a high-technology industry executive and venture capital investor for more than thirty years, having worked at managerial positions at Intel Corp. We had been unable to regain that momentum. He recounts his own involvement in Crush, Intel’s innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry tehcnology for a winning high-tech campaign.

Sample text Broken link? In the end the new catalog ran more than a hundred information-packed pages.

Advanced search Search history. As the first high-performance, fully supported bit microprocessor, it had quickly gained the top position in the market, capturing the lead from older and less capable products supplied by Texas Instruments and National Semiconductor.

There was a lot of work to be done. Michael rated it really liked it Aug 09, Instead, our competitor legitimized our program by putting out an inferior imitation. The Winning Strategy 3. Can I get a copy? By late Intel was under full siege. That meant converting what until then had jigh mere ideas into actual plans of action. That created some design problems, but they were more than counterbalanced, in our opinion, by the resulting access to a large existing software library.

In the process we produced a strategy the field sales force could believe techmology.