ABSTRACT
This is the first book to present marketing strategy of high-tech products and services in a legal, economic, and global context. From software to hardware, from pharmaceuticals to digital movies and TV, the authors argue that the understanding of intellectual property rights (IPRs) is essential to devising effective marketing strategies.
TABLE OF CONTENTS
chapter 1|29 pages
Sustaining Competitive Advantage in a High-Tech Environment
A Strategic Marketing Perspective
chapter 7|38 pages
Externalities and Ethics
The Social Impact of Technology and How High-Tech Firms' Responses May Intertwine with Their Marketing Strategies
chapter 8|22 pages
Global Dimensions of High-Tech Firm Strategies
The Case of the Pharmaceutical Industry
