Unique marketing challenges at the frontiers of technology: an integrated perspective
by Can Uslay, Naresh K. Malhotra, Alka V. Citrin
International Journal of Technology Management (IJTM), Vol. 28, No. 1, 2004

Abstract: This article highlights several aspects pertaining to the marketing of technology-oriented products and services of which managers need to be aware in order to survive and succeed in competitive markets. The authors present a conceptual framework for the marketing of technology-oriented products encompassing the strategic options available to technology firms, the marketing mix decisions, and market related issues. A review of literature is undertaken to identify the recent and relevant ''marketing tool kit''. Thirty-four propositions are extracted from extant research to stimulate thinking across functions and disciplines. The article concludes with gaps in the literature and perspectives for future research.

Online publication date: Tue, 24-Aug-2004

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Management (IJTM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com