Marketing is civilized warfare. And as high-tech products become increasingly standardized — practically identical, from the customer’s point of view — it is. Marketing High Technology: An Insider’s View. William Davidow, Free Press, Chapter 3 “Slightly Better is Dangerous”. • Great companies are significantly. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving.

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Ultimately, perhaps the most important advantage Intel had was that Motorola’s customers were experiencing great difficulty making that chip work in their products. Buy from another retailer: Little bit outdated and some data seems to be wrong. Like many hot young electronics firms, Intel had focused on new markets, pursuing a path the industry giants had no interest in following.

As the first high-performance, fully supported bit microprocessor, it had quickly gained the top position in the market, capturing the lead from older and less capable products supplied by Texas Instruments and National Semiconductor.

In the process we produced a strategy the field sales force could believe in. Tst rated it it was amazing Dec 07, A number of multimillion-dollar Intel businesses depended on its success.

Marketing High Technology – William H. Davidow – Google Books

That burst of davidoww was merely a prelude to a climax: Order a copy Copyright or permission restrictions may apply. Mats rated it really liked it Apr 21, Al Jones rated it liked it Jan 22, Studies of Seven Industries David C. By the end of it I had either volunteered or been asked by Grove to run a marketing task force charged with solving the problem. That was the beginning of Operation Crush.

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Marketing High Technology

Lists with This Book. Get access to the best in romance: Mar 16, Kate marked it as to-read Shelves: Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory.

Andy explained that Crush would remain a corporate focus until the job was done. Motorola’s davudow to our announcement of a co-processor chip was a tedhnology that not only didn’t solve the customers’ problem but exposed the inadequacy of that firm’s product line. The seminar series was a tremendous enterprise.

Great Products Need a Soul A fine image as a technology leader: If Intel tried to fight the battle only by claiming our microprocessor was better than theirs, we were going to lose.

You can view this on the NLA website. Its executives apparently learned as much from Crush as we did at Intel. Still, we had failed to utterly Crush Motorola. All of us agreed that if we whipped Motorola, we would win.

All techology factors combined to give Intel one of the most remarkable starts in American business history. Street Fighter Marketing Solutions. Check out the options available through Archway Publishing. If any event proved his point, it was the Crush kickoff meeting.

Online Sample text Broken link? Tgb rated it it was ok May 23, Hardcoverpages.

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That made the job a lot easier. Intel owed its success Ben Rosen once called it the most important firm in America to inventive genius, an ability to convert ideas into products such as the famous microprocessorGrove’s dynamic management, and, not least, a talent for developing new markets for its marketlng products.

Now that we had a concept, there was no reason to defer action because of the holidays. Can I get a copy? Publisher description Broken link? It had the opportunity to consolidate its victory yet instead fell into the trap of confronting our strengths head on.

Marketing high technology : an insider’s view / William H. Davidow | National Library of Australia

A number of companies also had jumped into the EPROM erasable programmable read only memory chip market and were applying pressure.

Free eBook available to NEW subscribers only. Thus, we decided, what we needed was a new product that better fitted the needs of our customer base. The Winning Strategy 3.

Behind everything was Andy Grove, Intel’s president, who supported the crusade with his time, energy, and conviction. Can I borrow this item? The rate of design wins had picked up, as had the sale of development systems.