YÜKSEK TEKNOLOJİ ÜRÜNLERİ PAZARLAMASI

Yıl 2000, , 129 - 136, 15.07.2000

Murat Erdal

https://doi.org/10.14783/maruoneri.734129

Öz

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.

Anahtar Kelimeler

teknoloji, pazarlama

Kaynakça

• [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.