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Summary: Davidow Crusades for Excellence in Marketing
Review: A classic in the field, William Davidow recasts the marketing profession as the one tasked with capturing and securing defensible market segments. Marketing is characterized as 'civilized warfare' where the hero is the crusader, intent above all in servicing customers in narrowly defined segments with products, not just the device 'in the box'. Davidow is required reading for anyone considering the 'fortune' they may make in the technology markets. Humbling indeed.
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Summary: A must read for any start-up.
Review: A clear and straightforward approach to the marketing challenges facing high technology companies. Davidow presents more than insights, he offers experienced guidance on some of company-building's thorniest issues. For example, his explanation of the difference between "devices" and "products" (which is the basis for Geoffrey Moore's "whole product" concept in Crossing the Chasm") is right on the mark. Although aimed at high technology companies, "Marketing High Technology" offers considerable value to any business. For new companies, it is a critical read
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Summary: An Intelligent & Insightful Book
Review: An excellent manual on marketing of ANY product/service, & not just high tech ones. The idea of the complete 'product' that caters to a targeted niche market or group is truly insightful but which also makes perfect sense. 'Devices' are abound in all markets but 'Products' that hit the proverbial market spot are more rare.An good accompaniment to Drucker's 'Innovation & Entrepreneurship', published just a year before this one.
Rating:
Summary: An Intelligent & Insightful Book
Review: An excellent manual on marketing of ANY product/service, & not just high tech ones. The idea of the complete 'product' that caters to a targeted niche market or group is truly insightful but which also makes perfect sense. 'Devices' are abound in all markets but 'Products' that hit the proverbial market spot are more rare. An good accompaniment to Drucker's 'Innovation & Entrepreneurship', published just a year before this one.
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Summary: The best business book I have read
Review: and I have read a few! This is a wonderful, practical book laced with real-life experiences from someone who has been in the marketing trenches at Intel and is now a VC. It is free of consultant jargon and gets straight into pragmatic advice. My only (minor) criticism is that it does tend to assume you are in a large corporation rather than a start-up, but the lessons seem equally valid. So many business books are disappointing, but this one had something useful on almost every page. Well done William Davidow!
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Summary: The best business book I have read
Review: and I have read a few! This is a wonderful, practical book laced with real-life experiences from someone who has been in the marketing trenches at Intel and is now a VC. It is free of consultant jargon and gets straight into pragmatic advice. My only (minor) criticism is that it does tend to assume you are in a large corporation rather than a start-up, but the lessons seem equally valid. So many business books are disappointing, but this one had something useful on almost every page. Well done William Davidow!
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Summary: Don't Read Another
Review: By far, one of the best (high tech) marketing books out. I couldn't put it down once I opened it.
Rating:
Summary: Don't Read Another
Review: By far, one of the best (high tech) marketing books out. I couldn't put it down once I opened it.
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Summary: Great insights from a true 5-star marketing general.
Review: Davidow's insights on the marketing-distribution and the marketing-sales relationships are excellent. So too are his discussions on the costs of market entry and customer support infrastructure. Veteran or new to marketing, a must read.
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Summary: Double E!?
Review: I was greatly impressed by the book. I really can't believe that what I have seen in the book is wriiten by a PhD in electronic engineering! William has no marketing expertise or experience before he join the company HP. Nevertheless, by his extremely strong observation and analytical mind, he had develop a excellent strategy to successfully market high technology. In addition, at the end of the book, he also added 16 factors to evaluate the high-tech marketing plan. As a marketing student, I must confess that, it is much more worthwhile to read this book attending hundreds of hours of lecture! Although one may thought that the book was written in 90s such that the thoeries should be outdated. However, I believe that truth remains true no matter how old it is. So, I will not hesitate to recommend this book to anyone (especially for marketing students)!
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