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.
Sprache
Verlagsort
Verlagsgruppe
Zielgruppe
Maße
Höhe: 246 mm
Breite: 174 mm
Gewicht
ISBN-13
978-0-7656-1797-2 (9780765617972)
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Schweitzer Klassifikation
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.
Autor*in
Long Island University - Post Campus, USA
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
