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Marketing High-Tech Products

  • Mike Meldrum
  • Malcolm McDonald
Chapter

Abstract

Technology is becoming an important competitive tool for many organisations as a means of differentiating themselves from other businesses in the market-place. Where such technology is a significant part of the overall market offering, organisations must consider whether its inclusion requires a particular approach or whether the nature of the technology will have little impact on the way in which the product is marketed.

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Copyright information

© Mike Meldrum and Malcolm McDonald 1995

Authors and Affiliations

  • Mike Meldrum
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield School of ManagementUK

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