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Marketing Strategies for the New Economy

Marketing Strategies for the New Economy


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About the Book

Zwar lassen sich eine Reihe von Aspekten der Marketingstrategie auf viele Marktbereiche anwenden, aber gerade für die High-Tech Branche gelten andere Gesetze. Daher ist es unerläßlich, daß Manager in High-Tech Unternehmen die spezifischen Anforderungen dieser Branche an die Marketingstrategen kennen und verstehen.
"Marketing Strategies for the New Economy" erklärt einfach und verständlich, wo in der High-Tech Industrie Wertschöpfung erfolgt, wie Gewinne gemacht werden, und wie man die geeigneten Strategien entwickelt, die das Unternehmen dauerhaft auf Erfolgskurs bringen. Die theoretischen Grundlagen werden durch einen praktischen Wegweiser ergänzt, der Sie bei der Umsetzung Ihrer Erfolgsstrategie in diesem hart umkämpften Markt unterstützt. Mit zahlreichen Beispielen zu Marketingplanstrukturen, einem High-Tech Markteting Audit und einer chronologischen Übersicht der größten Marketingerfolge sowie einer Fülle nützlicher Tipps für die Praxis. Mit diesem Buch lernen Sie, die komplexe Dynamik der High-Tech Industrie besser zu verstehen, Ihr Unternehmen gewinnorientiert im Markt zu positionieren und Ihre Ressourcen in Zusammenarbeit mit anderen Unternehmen geschickt einzusetzen.
About the Author: Lars Tvede holds a Master's degree in Engineering and a Bachelor's degree in International Commerce. He spent 11 years in investment banking before moving to the high-tech and telecommunications industries in the mid 1990s. In 1996 he co-founded The Fantastic Corporation, a broadband software company that was taken public on the Frankfurt Stock Exchange by Goldman Sachs less than three years after its foundation. Lars Tvede has also been a seed investor in other successful high-tech / new media start-ups, and sits on the board of several of these. Previous book titles written by Tvede include: International Marketing Planning. The Psychology of Finance, Business Cycles - from John Law to the Internet Boom and Data Broadcasting - the Technology and the Business. He is a frequent speaker at international congresses on broadband, new media and convergence. Peter Ohnemus is one of Europe's most successful new economy entrepreneurs. He has been part of four different start-ups that made their way to the IPO-COS, Sybase, Logic Works and The Fantastic Corporation, where he is co-founder and Vice Chairman. He also works closely with standards bodies, universities and research institutes around the world to drive the development of broadband multimedia. In 1999 he was awarded 'Entrepreneur of the Year' of Switzerland. Peter Ohnemus is a frequent commentator in trade and business press as well as on television. He currently sits on various boards, including Rothschilds Bank, CommerceOne, Go4Equity.com, Remote-1, MediaGateway and Fantastic.


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Product Details
  • ISBN-13: 9780471492115
  • Publisher: Wiley
  • Publisher Imprint: Wiley
  • Height: 229 mm
  • No of Pages: 256
  • Series Title: English
  • Weight: 603 gr
  • ISBN-10: 0471492116
  • Publisher Date: 05 Mar 2001
  • Binding: Hardback
  • Language: English
  • Returnable: Y
  • Spine Width: 19 mm
  • Width: 152 mm


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