Abstract
Technology is becoming an important competitive tool for many organisations as a means of differentiating themselves from other businesses in the market-place. Where such technology is a significant part of the overall market offering, organisations must consider whether its inclusion requires a particular approach or whether the nature of the technology will have little impact on the way in which the product is marketed.
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© 1995 Mike Meldrum and Malcolm McDonald
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Meldrum, M., McDonald, M. (1995). Marketing High-Tech Products. In: Key Marketing Concepts. Palgrave, London. https://doi.org/10.1007/978-1-349-13877-7_10
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DOI: https://doi.org/10.1007/978-1-349-13877-7_10
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-64563-5
Online ISBN: 978-1-349-13877-7
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