Publication detail

MARKETING IN HIGH-TECHNOLOGY FIRMS

POLLARD, D. ŠIMBEROVÁ, I.

Original Title

MARKETING IN HIGH-TECHNOLOGY FIRMS

Czech Title

Marketing v High-tech firmách

English Title

MARKETING IN HIGH-TECHNOLOGY FIRMS

Type

journal article

Language

en

Original Abstract

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

Czech abstract

Tato přehledová studie je zaměřená na marketingové aktivity High-Tech firem s ohledem na jejich marketingové přístupy a rozvíjející se roli marketingu pro firemní růst. Rešerše odborné literatury je využitá k hodnocení role marketingové funkce a významu rozvoje marketingových kapacit v high-tech firmách tak, aby generovaly konkurenční výhodu.

English abstract

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

Keywords

Marketing, Marketing Orientation. Marketing Management, High Technology Firms.

RIV year

2012

Released

11.05.2012

Publisher

Vilnius Gediminas University

Location

Lithuania

Pages from

465

Pages to

471

Pages count

7

BibTex


@article{BUT96909,
  author="David John {Pollard} and Iveta {Šimberová}",
  title="MARKETING IN HIGH-TECHNOLOGY FIRMS",
  annote="This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics",
  address="Vilnius Gediminas University",
  chapter="96909",
  institution="Vilnius Gediminas University",
  number="4",
  volume="13",
  year="2012",
  month="may",
  pages="465--471",
  publisher="Vilnius Gediminas University",
  type="journal article"
}