Technical Management and Marketing

Author: Ford
Publisher:
Publish Date: 2002-10-01
Features: This book argues that meticulous management of a company's technology not only enhances the marketing potential of its existing products but also creates opportunities for new products through systematic analysis and evaluation of its own technological and marketing capabilities. It comprehensively explains how companies can conduct technology reviews and acquire, develop, and manage technology to develop a technology strategy that guides the company forward. From a practical and applied perspective, the book provides valuable insights into the relationship between technology, product development, marketing, and management for students and managers. The final chapter is a detailed case study of the entire process of technology strategy review and implementation.