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Key Success Strategies for Marketing of High Technology Products: A Review

Drishtikon: A Management Journal

Volume 1 Issue 2

Published: 2010
Author(s) Name: Gururaj H Kidiyoor
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Abstract

High technology product markets seem to exhibit unique characteristics that impact both the marketer and the customer. The products seem to pose unique marketing challenges and in there has been considerable academic work suggesting different approaches in marketing elements such as segmentation, targeting, positioning, the four Ps, customer relationship management, branding and other strategies. Faster product introductions, strategic alliances, bundle pricing and integrated marketing communications are some of the strategies deemed suitable for high tech products. In addition, a different approach altogether towards strategy making has also been suggested. Key words: High – Technology Products, Role of Marketing Product Development, Pricing Options, Brand Building, Unique Approaches

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