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YÜKSEK TEKNOLOJİ ÜRÜNLERİ PAZARLAMASI

Year 2000, , 129 - 136, 15.07.2000
https://doi.org/10.14783/maruoneri.734129

Abstract

High-tech products are closely related to the Jîelds of aerospace, computers, telecommımications, materials, Office automation, CAD/CAM, biotechnology, and energy, military technology. The main characteristics of high-tech products are sophisticated technology, developed and replaced at a high time, innovative quality, high investments in research and development.

International high-technology industries are typically characterized by R&D races with high uncertainty and potential first mover benefits. Succesful high-technology companies do not necessarily have the best product, but they do have the best marketing strategy. Marketing plays a fundamental role in this process.

References

  • [1] Chabot, Christian, “Defıning High Technology”, Stanford Üniversitesi, Internet Erişim Tarihi: 15 Eylül 1999, http://www.stanford.edu/group/STS/tecline3.html. ss. 1-10.
  • [2] Kotler, Philip, Kotler On Marketing; How To Create, Win and Dominate Markets, The Free Press, Ncw York, 1999.
  • [3] McKenna, Regis, “Marketing is Everything”, Harvard Business Review , Jan-Feb 1991, s:65-79.
  • [4] T. Moriarty, Rowland; J. Kosnik, Thomas, “High-Tech Marketing: Concepts, Continuity and Change, Sloan Management Review, Summer 1989, ss.7-17.
  • [5] Davies, Warnock; E. Brush, Kathleen, “High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy”, Industrial Marketing Management, Vol:26, 1997, ss.1-13.
  • [6] E. Kadish, Jules, Global High-Tech Marketing, Artech House, Boston, 1993.
  • [7] Meldrum, M.J., “Marketing High-Tech Products : The Emerging Themes”, European Journal of Marketing, Cilt:29, Sayı: 10, 1995, ss.45-58.
  • [8] Reddy, N. Mohan, “Voluntary Product Standards: Linking Technical Criteria to Marketing Decisions”, IEEE Transactions on Engineering Management, Vol:34, No:4, Nov. 1987, ss.236-243.
  • [9] J. Keegan, Warren, Global Marketing Management, 6. Baskı, Prentice-Hall, New Jersey,1999.
  • [10] Davies, Warnock; E.Brush, Kathleen, “High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy”, Industrial Marketing Management , Vol:26, 1997, ss.1-13.
  • [11] Tapscott, Don, Dijital Ekonomi,Çev.:Ece Koç, Koç Sistem Yayınları, 1998.
  • [12] L Shanklin, William; K. Ryans, John, “Organizing For High-Tech Marketing”, Harvard Business Review, Nov.-Dec. 1984, ss.64-171.
  • [13] Bradley, Frank, Marketing Management, Prentice-Hall, Cambridge, 1995.
  • [14] Maclnnis, Michael; A. Heslop, Louise, “Market Planning in a High-Tech Environment”, Industrial Marketing Management, Vol:19, No:2, 1990, ss.107-116.
  • [15] Viardot, Eric, Successful Marketing Strategy for High- Tech Firms, Artech House, Norwood, 1995.
  • [16] E. McGrath, Michael,_Product Strategy For High- Technology Companies; How to Achieve Growth, Competitive Advantage and Increased Profits, Irwin, New York, 1995.
  • [17] D. Hisrich, Robert, “Factors Affecting The Development and Marketing Of High Technology Products”, Managing the High Technology Firm Conference, The Graduate School of Business University of Colorado, Ed.: Luis R. Gomez-Mejia, Michael W. Lawless, Boulder, 13-15 Ocak 1988, ss.267-272.
  • [18] H. Davidow, William, Marketing High Technology, The Free Press, New York, 1986.
  • [19] Meldrum, M.J.; Millman, A.F., “Ten Risks in Marketing High-Technology Products”, Industrial Marketing Management, Vol:20, 1991, ss.43-50.
  • [20] J. Cahili, Dennis; M. Warshawsky, Robert, “The Marketing Concept: A Forgotten Aid For Marketing High- Technology Products”, Journal of Consumer Marketing, Vol:10, No:l, 1993, ss.17-22.
  • [21] Beard, Charles; Easingwood, Chris, “Sources of Competitive Advantage in the Marketing of Technology Intensive Products and Processes, European Journal of Marketing, Vol:26, No:12, 1992, ss.5-18.
  • [22] Phillis, Fred; Ochs, Lyle; Schrock, Mike, “The Product is Dead Long Live The Product Service”, Research Technology Management, July/Aug 1999, Vol:42, Issue:4, ss.51-57, httD://www.ebscohost.com......, Internet Erişim Tarihi:21 Eylül 1999.
  • [23] Bridges, Aileen; Kin Yim, Chi; A. Briesch, Richard, “A High-Tech Product Market Share Model With Customer Expectations”, Marketing Science , Vol:14, No:l, Winter 1995, ss.61-81.
  • [24] Abratt, Russell, “Industrial Buying in High-Tech Markets”, Industrial Marketing Management, Vol:15, No:4, 1986, ss.293-298.
  • [25] E Riggs, Henry, “Fund Raising Lessons From High-Tech Marketing”, Harvard Business Review, Kasım - Aralık 1986, ss.64-66.
  • [26] Rosen, E.; Schroeder, E.; Purinton, F., “Marketing High Tech Products: Lessons in Customer Focus From the Marketplace”, Academy of Marketing Science, 1998
  • (06), Erişim Tarihi: 23 Haziran 1999. httn://www.amsreview.org/amsrev/theorv/rosen06-8.html.
  • [27] J Hooley, Graham; Saunders, John, Competitive Positioning. Prentice Hail, London, 1993.
  • [28] Weinstein, Art, Defıning Your Market: Winning Strategies for High-Tech, Industrial and Service Firms, The Haworth Press, New York, 1998.
  • [29] P. Bagozzi, Richard; Antonio Rosa, Jose, Kirti Sawhney Celly, Francisco Coronel, Marketing Management, Prentice-Hall, New Jersey, 1998.
  • [30] Thomson, Trish, “Intel Teknolojiyi Şekillendiriyor”, Marketing Türkiye , Yıl:9, Sayı:204, s:38-40.
Year 2000, , 129 - 136, 15.07.2000
https://doi.org/10.14783/maruoneri.734129

Abstract

References

  • [1] Chabot, Christian, “Defıning High Technology”, Stanford Üniversitesi, Internet Erişim Tarihi: 15 Eylül 1999, http://www.stanford.edu/group/STS/tecline3.html. ss. 1-10.
  • [2] Kotler, Philip, Kotler On Marketing; How To Create, Win and Dominate Markets, The Free Press, Ncw York, 1999.
  • [3] McKenna, Regis, “Marketing is Everything”, Harvard Business Review , Jan-Feb 1991, s:65-79.
  • [4] T. Moriarty, Rowland; J. Kosnik, Thomas, “High-Tech Marketing: Concepts, Continuity and Change, Sloan Management Review, Summer 1989, ss.7-17.
  • [5] Davies, Warnock; E. Brush, Kathleen, “High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy”, Industrial Marketing Management, Vol:26, 1997, ss.1-13.
  • [6] E. Kadish, Jules, Global High-Tech Marketing, Artech House, Boston, 1993.
  • [7] Meldrum, M.J., “Marketing High-Tech Products : The Emerging Themes”, European Journal of Marketing, Cilt:29, Sayı: 10, 1995, ss.45-58.
  • [8] Reddy, N. Mohan, “Voluntary Product Standards: Linking Technical Criteria to Marketing Decisions”, IEEE Transactions on Engineering Management, Vol:34, No:4, Nov. 1987, ss.236-243.
  • [9] J. Keegan, Warren, Global Marketing Management, 6. Baskı, Prentice-Hall, New Jersey,1999.
  • [10] Davies, Warnock; E.Brush, Kathleen, “High-Tech Industry Marketing: The Elements of a Sophisticated Global Strategy”, Industrial Marketing Management , Vol:26, 1997, ss.1-13.
  • [11] Tapscott, Don, Dijital Ekonomi,Çev.:Ece Koç, Koç Sistem Yayınları, 1998.
  • [12] L Shanklin, William; K. Ryans, John, “Organizing For High-Tech Marketing”, Harvard Business Review, Nov.-Dec. 1984, ss.64-171.
  • [13] Bradley, Frank, Marketing Management, Prentice-Hall, Cambridge, 1995.
  • [14] Maclnnis, Michael; A. Heslop, Louise, “Market Planning in a High-Tech Environment”, Industrial Marketing Management, Vol:19, No:2, 1990, ss.107-116.
  • [15] Viardot, Eric, Successful Marketing Strategy for High- Tech Firms, Artech House, Norwood, 1995.
  • [16] E. McGrath, Michael,_Product Strategy For High- Technology Companies; How to Achieve Growth, Competitive Advantage and Increased Profits, Irwin, New York, 1995.
  • [17] D. Hisrich, Robert, “Factors Affecting The Development and Marketing Of High Technology Products”, Managing the High Technology Firm Conference, The Graduate School of Business University of Colorado, Ed.: Luis R. Gomez-Mejia, Michael W. Lawless, Boulder, 13-15 Ocak 1988, ss.267-272.
  • [18] H. Davidow, William, Marketing High Technology, The Free Press, New York, 1986.
  • [19] Meldrum, M.J.; Millman, A.F., “Ten Risks in Marketing High-Technology Products”, Industrial Marketing Management, Vol:20, 1991, ss.43-50.
  • [20] J. Cahili, Dennis; M. Warshawsky, Robert, “The Marketing Concept: A Forgotten Aid For Marketing High- Technology Products”, Journal of Consumer Marketing, Vol:10, No:l, 1993, ss.17-22.
  • [21] Beard, Charles; Easingwood, Chris, “Sources of Competitive Advantage in the Marketing of Technology Intensive Products and Processes, European Journal of Marketing, Vol:26, No:12, 1992, ss.5-18.
  • [22] Phillis, Fred; Ochs, Lyle; Schrock, Mike, “The Product is Dead Long Live The Product Service”, Research Technology Management, July/Aug 1999, Vol:42, Issue:4, ss.51-57, httD://www.ebscohost.com......, Internet Erişim Tarihi:21 Eylül 1999.
  • [23] Bridges, Aileen; Kin Yim, Chi; A. Briesch, Richard, “A High-Tech Product Market Share Model With Customer Expectations”, Marketing Science , Vol:14, No:l, Winter 1995, ss.61-81.
  • [24] Abratt, Russell, “Industrial Buying in High-Tech Markets”, Industrial Marketing Management, Vol:15, No:4, 1986, ss.293-298.
  • [25] E Riggs, Henry, “Fund Raising Lessons From High-Tech Marketing”, Harvard Business Review, Kasım - Aralık 1986, ss.64-66.
  • [26] Rosen, E.; Schroeder, E.; Purinton, F., “Marketing High Tech Products: Lessons in Customer Focus From the Marketplace”, Academy of Marketing Science, 1998
  • (06), Erişim Tarihi: 23 Haziran 1999. httn://www.amsreview.org/amsrev/theorv/rosen06-8.html.
  • [27] J Hooley, Graham; Saunders, John, Competitive Positioning. Prentice Hail, London, 1993.
  • [28] Weinstein, Art, Defıning Your Market: Winning Strategies for High-Tech, Industrial and Service Firms, The Haworth Press, New York, 1998.
  • [29] P. Bagozzi, Richard; Antonio Rosa, Jose, Kirti Sawhney Celly, Francisco Coronel, Marketing Management, Prentice-Hall, New Jersey, 1998.
  • [30] Thomson, Trish, “Intel Teknolojiyi Şekillendiriyor”, Marketing Türkiye , Yıl:9, Sayı:204, s:38-40.
There are 31 citations in total.

Details

Primary Language Turkish
Journal Section Eski Sayılar
Authors

Murat Erdal This is me

Publication Date July 15, 2000
Published in Issue Year 2000

Cite

APA Erdal, M. (2000). YÜKSEK TEKNOLOJİ ÜRÜNLERİ PAZARLAMASI. Öneri Dergisi, 3(14), 129-136. https://doi.org/10.14783/maruoneri.734129

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