MANAGING AND MARKETING TECHNOLOGY by David Ford, Michael Saren ( 9781861525949 )

Item Details

Title:

MANAGING AND MARKETING TECHNOLOGY

By:

David Ford, Michael Saren

Format:

Paperback

List price:

£78.99

Our price:

£75.04

Discount:

5% off

You save:

£3.95

ISBN 10:

186152594X

ISBN 13:

9781861525949

Availability:

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Stock:

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Publisher:

CENGAGE LEARNING EMEA

Pub. date:

1 March, 2001

Pages:

200

Description:

Proposes that strong management of a firm's technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities.

Synopsis:

Managing and Marketing Technology proposes that strong management of a firm's technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities. The text demonstrates how firms can conduct a technology audit, acquire, exploit and manage technology to develop a technology strategy to take the company forward. Practical and applied, Managing and Marketing Technology will provide managers and students with a valuable insight into the relationship between technology, product development, marketing and management. The final chapter is a detailed case study showing the process of auditing and implementing technology strategy.

Publication:

Imprint:

Cengage Learning EMEA

Returns:

Returnable

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