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

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Our strategy was marketing high technology davidow focus first on large customers, as winning marketingg was crucial. Motorola couldn’t assure its customers’ success. Open Preview See a Problem? The rate of design wins had picked up, as had the sale of development systems. Fortunately, our sales force liked what it saw.

A number of multimillion-dollar Intel businesses depended on its success.

Marketing High Technology

Les Vadasz and I had been co-general managers of the microprocessor division in when the was being planned. Tst rated it it was amazing Dec 07, Marketing is civilized warfare.

Marketing high technology davidow we also knew that a microprocessor designer needed more than just the processor, and we had our competitors beaten hands down when it came to the extras.

Hkgh we kicked off Crush, we had promised the field salespeople a contest.

Goodreads helps you keep track of books you want to read. Get your free lesson today! Here, too, Motorola was weak.

High-tech marketing since the 70’s has often been based on “”toothpaste technology,”” where similar products are based on identical underlying technology. The stories of such marketing coups technlogy our business legends — what Iacocca did at Chrysler and what Townsend did at Avis. Some marketing high technology davidow the younger marketing people couldn’t take the humiliation.

Marketing high technology : an insider’s view / William H. Davidow | National Library of Australia

Be the first to ask a question about Marketing High Technology. Among the “volunteers” were Jim Lally, the general manager of board products; Rich Bader, one of Jim’s product managers; Dave House, the general manager of the microprocessor division; Jeff Katz, the marketing manager for microprocessors; Casey Powell, the regional manager to whom Buckout reported; and Regis McKenna, Silicon Valley’s lop marketing consultant. Table of contents only Broken link? The next big step would be to organize marketing high technology davidow army to march single-mindedly in one direction.

There was a problem adding your email address. The market sensed that change, and soon our customers were marketing high technology davidow on Intel’s counterattack.

In response, Zilog and Motorola prematurely announced their own “paper tigers” products that existed only on paper.

Now, a lot of marketing high technology davidow is creative. Behind everything was Andy Grove, Intel’s president, who supported the crusade with his time, energy, and conviction. That burst of activity was merely a prelude to a climax: We were monitoring our progress every two weeks, and by June things were looking good.

Get book club recommendations, access to more 1, reading group guides, author updates, and more! Prior cavidow joining Intel he was a marketing manager for Hewlett-Packard’s computer group.

MARKETING HIGH TECHNOLOGY: An Insider’s View by William H. Davidow | Kirkus Reviews

You can view this on the NLA website. As we regained our confidence, Intel exhibited hope rather than despair. Even if we had lost IBM, the company would have been better off because of Crush.

Machine derived contents note: Probably the most important lesson that came out of Crush was a realization that a big crisis is best answered by a “crusade. Sign up here to receive your FREE alerts. Advanced search Search history.