Detail publikace

MARKETING IN HIGH-TECHNOLOGY FIRMS

Originální název

MARKETING IN HIGH-TECHNOLOGY FIRMS

Anglický název

MARKETING IN HIGH-TECHNOLOGY FIRMS

Jazyk

en

Originální abstrakt

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

Anglický abstrakt

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

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 - other"
}