MARKETING HIGH TECHNOLOGY: An Insider's View

by William H. Davidow ‧ RELEASE DATE: June 1, 1986

A first-class marketing guide that, despite the title, is as valid a primer for non-techies as it is for Silicon Valley enthusiasts. Ex-Intel Corp. marketing executive Davidow has had his share of challenges, within Intel and without. Here he offers commentary--and sound advice--in furthering the concept of ""Product Marketing,"" his instant cause cÉlÉbre. High-tech marketing since the 70's has often been based on ""toothpaste technology,"" where similar products are based on identical underlying technology. In this situation, marketers are faced with a perplexing challenge--how to sell individual products against virtually identical competition. A solution, found by Davidow and Intel, is to be ""a little different"" rather than ""slightly better."" ""Create complete products rather than devices,"" advises the author, who created quite a few during his tenure. Stress the differences which can provide the competitive edge, whatever they may be. To Davidow, marketing is civilized warfare where the victor realizes greater market share for his product. Marketing High Technology explores many of the tried and proven methods of winning at the marketing game. Peppered with, among other things, enough war stories from the glory days at Intel to satisfy even the most voracious appetite, the guide provides thorough analyses of the product designer/marketer/user relationship and makes sense of a marketing phenomenon that is, at best, an enigmatic puzzle to the less informed observer. Not for casual reading, Davidow's book is a hard-core marketing manual that is far more readable than most. Those interested in advanced marketing concepts will devour it.

Pub Date: June 1, 1986

ISBN: 002907990X

Page Count: -

Publisher: Free Press/Macmillan

Review Posted Online: N/A

Kirkus Reviews Issue: May 15, 1986

Categories: NONFICTION