Description:"Marketing High Technology" documents clearly and forcefully that technological breakthroughs alone will not enable a company to survive. Marketing makes products. In particular, Davidow's discussion of the cost of entering a well-established competitor's market will be required reading for all marketing managers and chief executives. while "great devices are invented in the laboratory, great products are invented in the Marketing Department." For the first time an experienced practitioner from a first-rate high-tech company tells the inside truth about the ingredients for marketing success. And it's a marvellous book because it says everything so well and convincingly.
