Customer Reviews
Good Book - By: , 08 May 1999 
The book gives good insight into all the issues regarding marketing High Technology. If one were to think of interfaces, the Marketing <-> Customer interface is explained quite well. However, the interaction between Enginering & Marketing is not discussedin depth. Nonetheless it is a good read.
best book available on marketing high technology - By: , 08 Jan 1999 This is the very best book available on how to successfully market high technology. (A successful product requires much more than technology.) If you only buy one marketing book, buy this one! Bill writes from his extensive experience as a marketing executive at Intel. His book is well written & its ideas are as true today as they werein 1986. Since writing this book, Bill has gone on to become a successful VC.
Great insights from a true 5-star marketing general. - By: , 16 Apr 1998 Davidow's insights on the marketing-distribution & the marketing-sales relationships are excellent. So too are his discussions on the costs of market entry & customer support infrastructure. Veteran or new to marketing, a must read.
A must read for any high tech manager - By: , 19 Aug 1997 This book does a great job of describing the difference between a piece of technology & a product. Creating a product is a lot of work & often requires a lot of discipline. Many technology companies are too ambitiousin terms of technology & not disciplined enough to scale back the technical vision & spend more time on creating a complete solution. Davidow provides a powerful explanation of why the complete solution is often more powerful.
A must read for any start-up. - By: , 02 Jul 1997 A clear & 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" & "products" (which is the basis for Geoffrey Moore's "whole product" conceptin 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.
