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

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