Abstract
This paper reviews software marketing issues facing the software editor starting in the post-communist market. The authors first establish a typology of marketing models for the software industry, then study the limits of these models for Eastern European markets. Although it is recognized as a major growth market for the next decade, the software market in Eastern Europe presents specific constraints like the lack of established distribution channels, widespread gray markets and major localization expenses.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Business Week, June 6, 1994
M. Nevers, G. Summe, B. Uttel (1990) Commercializing Technology, Harvard Business Review, May/June.
Garland, E (1994) The Brand’s the thing, Marketing Computers, May.
Pettis, C. (1995) TechnoBrands, AMACOM, New York.
A paraphrase of “No one ever got fired for buying IBM”, a motto among corporate IS directors in the 70’s and 80’s indicating that in a very complex field like mainframe computers, going with the clear leader was a guarantee.
(1994) Scott Cook wants to control your checkbook, Business week, September 12.
(1993), What’s Hungarian, high tech and programmed to sell?, Business Week March 8.
Computer Sources May 1995.
(1995) Piraten entern Software-Markt, Die Welt; May 31 Suggested readings
Burrus, D. (1993) Techno Trends, Harper Business, New York.
D’Andrea Tyson, L. (1992) Trade conflict in High Technology Industries, Institute for International Economics, Washington DC.
Ferguson, C. and Morris, C. (1993) Computer Wars, Times Books, New York.
Kiamy, D. (1993) Installed base Marketing, in High Tech Marketing, Addison Wesley.
McKenna, R. (1991) Marketing is everything, Harvard Business Review
McKenna, R. (1986) The Regis Touch, Addison Wesley, Reading.
Pettis, C. (1995) Techno Brands, AMACOM, New York.
Rodgers, E.M. (1983) Diffusion of Innovation, The Free Press, New York.
Sculley, J. (1987) From Pepsi to Apple, Harper & Row, New York.
Vardot, E. (1992) Le Marketing de la High Tech, Publi Union, Paris.
Wallace J. and Ericson, J. (1992) Hard Drive: Bill Gates and the making of the Microsoft Empire, J. Wiley and Sons, New York; Watson, T. and Petre, P. (1990) Father Son & Co: My life at IBM, and Beyond, Bantam, New York.; Xuereb, JM. (1993) Stratégies d’innovation dans les secteurs de haute technologie; le piège du marché virtuel, Recherche et Applications en Marketing 2, 23-44.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 1997 Springer Science+Business Media Dordrecht
About this paper
Cite this paper
Peyrard, E.F., Peyrard, M.L. (1997). Marketing of Software in Post-Communist Societies. In: Rabkin, Y.M. (eds) Diffusion of New Technologies in the Post-Communist World. NATO ASI Series, vol 13. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-5770-4_5
Download citation
DOI: https://doi.org/10.1007/978-94-011-5770-4_5
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-010-6435-4
Online ISBN: 978-94-011-5770-4
eBook Packages: Springer Book Archive