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Klappentext In the high-tech sector, where constant innovation is the norm and sweeping changes can occur literally overnight, marketing planning often seems like an exercise in frustration. Written by an all-star team from the prestigious Richard Ivey School of Business, this book describes a dynamic new approach to strategic marketing planning that has helped today's top high-tech companies win and sustain market leadership. By following the examples set by Intel, Compaq, and other industry leaders, readers learn how to plan faster, develop and effectively deploy cross-functional teams, create "living plans" that quickly adapt to new market conditions and competitive dynamics, drive yes/no decisions, focus on cash flow and profitability, and much more.-- Case studies from Intel, Compaq, Hewlett-Packard, Glaxo-Welcome, General Electric, and other high-tech industry leaders Zusammenfassung Strategic marketing planning in technology-intensive businesses (e.g. ! computers! telecommunications! software! biotechnology! semiconductors! and pharmaceuticals) is more complex and unmanageable than in most other businesses! traditionally taking up huge amounts of management time and producing plans that are quickly obsolete.
