Abstract
In an excerpt from his new book, The Regis Touch, Silicon Valley marketing consultant Regis McKenna—who has been called the high priest of high tech—offers timely advice on the factors that underlie the successful marketing of high-tech products. This article describes five strategies for effective positioning of new products: using word of mouth, developing the infrastructure, forming strategic relationships, selling to the right customers, and dealing with the press.
Keywords
Silicon valleyMarketingHigh techBusinessAdvertisingEntrepreneurshipPolitical scienceLaw
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Publication Info
- Year
- 1985
- Type
- article
- Volume
- 27
- Issue
- 3
- Pages
- 82-108
- Citations
- 37
- Access
- Closed
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Cite This
Regis McKenna
(1985).
Market Positioning in High Technology.
California Management Review
, 27
(3)
, 82-108.
https://doi.org/10.2307/41165144
Identifiers
- DOI
- 10.2307/41165144