Detail publikačního výsledku

MARKETING IN HIGH-TECHNOLOGY FIRMS

POLLARD, D.; ŠIMBEROVÁ, I.

Originální název

MARKETING IN HIGH-TECHNOLOGY FIRMS

Anglický název

MARKETING IN HIGH-TECHNOLOGY FIRMS

Druh

Článek recenzovaný mimo WoS a Scopus

Originální abstrakt

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

Anglický abstrakt

This conceptual study addresses the marketing activities of high-technology firms with regard to their marketing approaches and the developing role of marketing as the firm grows. A review of the literature is utilised to assess the role of the marketing function and the importance of developing a marketing capability in high technology firms in order to generate sustainable competitive advantage. It is con-cluded, inter alia, that high technology firms should balance their technology perspectives with the im-portant issues related to market dynamics

Klíčová slova

Marketing, Marketing Orientation. Marketing Management, High Technology Firms.

Klíčová slova v angličtině

Marketing, Marketing Orientation. Marketing Management, High Technology Firms.

Autoři

POLLARD, D.; ŠIMBEROVÁ, I.

Rok RIV

2013

Vydáno

11.05.2012

Nakladatel

Vilnius Gediminas University

Místo

Lithuania

ISSN

1648-0627

Periodikum

Business: Theory and Practice

Svazek

13

Číslo

4

Stát

Litevská republika

Strany od

465

Strany do

471

Strany počet

7

BibTex

@article{BUT96909,
  author="David John {Pollard} and Iveta {Šimberová}",
  title="MARKETING IN HIGH-TECHNOLOGY FIRMS",
  journal="Business: Theory and Practice",
  year="2012",
  volume="13",
  number="4",
  pages="465--471",
  issn="1648-0627"
}