Chapter 12 – Strategic Considerations in Marketing Communications

Chapter Features

The chapter includes a wide variety of high-tech examples to support the chapter content, including:

•    Branding strategy’s by Samsung and by Foveon
•    Microsoft’s compared to Apple’s approaches to new product pre-announcements
•    Technology Solutions for Global Problems:  IDE’s Bamboo Treadle Pump

Sneak Peek at Chapter Content

Why are IBM, Microsoft, GE, Nokia, Intel, and Google listed in the “Top Ten Global Brands”?
Why do high-tech companies need to pay particular attention to strategic brand management?
When should high-tech companies consider an “ingredient branding” strategy?
What are the pros and cons of using new product pre-announcements?
Listing of Chapter topics from the Table of Contents