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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The market sensed that change, and soon our customers were cheering on Intel’s counterattack.

Marketing High Technology by William H. Davidow

A number of companies maketing had jumped into the EPROM erasable programmable read only memory chip market and were applying pressure. So I remained in close touch with the ‘s marketing effort.

Catalogue Persistent Identifier https: The seminars were attended by thousands of potential customers. As important as all the other Crush activities were, the competition was probably the most important reason for our ultimate victory. Jakub A rated it it was amazing Aug 24, George Jankovic rated technoloy really liked it May 07, The stories of such marketing coups are our business legends — what Marketinh did at Chrysler and what Townsend did at Avis.


Finally, byIntel’s strong position in the microprocessor market, though relatively intact, had suffered inroads from a start-up company named Zilog, and from Motorola, the latter a number of times Intel’s size. Hours were spend discussing customers and why we had won or lost various accounts. Marketing is civilized warfare. Buy from another retailer: It could have been different but chose to be the same. Buy from another retailer.

I cannot stress the importance of that last step.

Roger Borovoy, the corporate counsel, was concerned about the implications of such a loaded word. Intel had in place a group of specialists. In all, Crush employed the talents of more than a thousand employees. Our strategy was to focus first on large customers, as winning them was crucial.

New search User lists Site feedback Ask a librarian Help. Fortunately, our sales force liked what it saw. The Ultimate Marketing Toolkit. Dean Guida rated it it was ok Dec 25, Must redeem within 90 days.

Marketing High Technology

In marketing, Dave House’s groups delivered the sales support material on time, including the “Klingon Neutralization Kit,” a 4-foot wooden box containing sales aids. Keh-Ching Huang rated technokogy liked it Mar 05, But this threat was different in one very important way: But the name already was spreading like wildfire throughout the company.

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Marketing in the Moment. Davidow clearly spells out sixteen principles which increase the effectiveness of marketing programs. And as high-tech products become increasingly standardized—practically identical, from the customer’s point of view—it is marketing that spells life or death for new devices or entire firms.

The code name Crush was never supposed to be made public.

Marketing High Technology – William H. Davidow – Google Books

Today the Intel-type microprocessor architecture has about an 85 percent market share. But we also knew that a microprocessor designer needed more than just the processor, and we had etchnology competitors beaten hands down when it came to the extras.

He recounts his own involvement in Crush, Intel’s innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign.

Sample text Mrketing link? Contents Foreword Acknowledgments Introduction 1. There are no discussion topics on this book yet. My library Help Advanced Book Search.