The marketing concept: a forgotten aid for marketing high‐technology products

Dennis J. Cahill · Robert M. Warshawsky

12 citations0/0 files storedJournal of Consumer Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Suggests that the conventional wisdom about “high‐tech” products contains three fallacies and one shortcoming that may lead producers and marketers of these kinds of products to commit marketing resources inappropriately. Offers remedies.

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2020Harvard Business School 1986Marketing High Technology 1985Determinants of Success in the Development of Applications Software 1992Seeking Mass Market Acceptance for High‐Technology Consumer Products 1987Marketing High Technology: An Insider's View 1992Erratum

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