| Managing and Marketing Technology Contributor(s): Ford, David (Author), Saren, Mike (Author), Saren, Michael (Author) |
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ISBN: 186152594X ISBN-13: 9781861525949 Publisher: Cengage Learning OUR PRICE: $66.45 Product Type: Paperback Published: March 2001 Annotation: Managing and Marketing Technology proposes that strong management of a firms technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities. The text demonstrates how firms can conduct a technology audit, acquire, exploit and manage technology to develop a technology strategy to take the company forward. Practical and applied, Managing and Marketing Technology will provide managers and students with a valuable insight into the relationship between technology, product development, marketing and management. The final chapter is a detailed case study showing the process of auditing and implementing technology strategy. |
| Additional Information |
| BISAC Categories: - Business & Economics | Sales & Selling - Management - Business & Economics | Advertising & Promotion |
| Dewey: 658 |
| Physical Information: 0.58" H x 7.46" W x 9.68" (1.08 lbs) 256 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: This text proposes that strong management of a firm's technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities. It demonstrates how firms can conduct a technology audit, acquire, exploit and manage technology to develop a technology strategy to take the company forward. Practical and applied, the text should provide managers and students with a valuable insight into the relationship between technology, product development, marketing and management. The final chapter is a detailed case study showing the process of auditing and implementing technology strategy. |