Product Description: The goal of commercialization is to implement the key elements necessary to transform good technology into meaningful products that can fulfill customer needs while remaining cost-effective. Specifically, can the technology be the basis for meeting a defined customer need? Can it be reproduced consistently, and can it be manufactured cost effectively? Most entrepreneurs have expertise in one or more of the critical areas of commercialization, but may lack key elements necessary for success...read more

Product Description: Conventional techniques for marketing technology products fail primarily because marketers do not truly understand their customers. Do you know what customers really think about your technology? Now, drawing on their award-winning research and case studies ranging from America Online to the Discovery Channel, marketing experts A...read more

Product Description: This extensively revised third edition of the Artech House bestseller, Successful Marketing Strategies for High-Tech Firms, reflects the ruthless realities of the new high-tech marketplace where effective marketing strategy counts as much as the latest and greatest technology...read more

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Examines marketing strategies for high-tech products and why they differ from those in other industries.

Draws on the principles espoused in Crossing the Chasm and Inside the Tornado by Geoffrey A. Moore to explain how to apply those lessons on a business operational level, with advice on how to develop action plans, product development, sales strategy, marketing communication, and management tactics. Original.

Product Description: This book provides the necessary preparation for the breakneck speed of technical marketing communications in today's Internet economy. A progressive approach first explains the role and responsibility of marketing communication in a technology-filled world...read more (view table of contents, read Amazon.com's description)

Product Description: In TechnoBrands, Chuck Pettis introduces the first published step-by-step process for building brands. While modern day "branding" has been around for more than a century-everybody knows the power of names such as Coca-Cola, Microsoft, GE, Disney, Intel, or Nokia-very few people know the "secrets" of branding and how to successfully apply branding...read more

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Product Description: This book examines the management of high technology from the dual perspectives of the commercial markets and military national-interest missions. The author's thesis is that the successful management of technology has as much to do with the survival of the country as the success and survival of any particular corporation or industry...read more (view table of contents, read Amazon.com's description)