Drishtikon: A Management Journal

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


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1 T. A. Pai Management Institute, Manipal – 576 104 Karnataka, India
     

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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

Keywords

High – Technology Products, Role of Marketing Product Development, Pricing Options, Brand Building, Unique Approaches
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  • Key Success Strategies for Marketing of High Technology Products: A Review

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Authors

Gururaj H Kidiyoor
T. A. Pai Management Institute, Manipal – 576 104 Karnataka, India

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

Keywords


High – Technology Products, Role of Marketing Product Development, Pricing Options, Brand Building, Unique Approaches

References