Marketing for new technologies

Date of publication: June 15, 1996

Company: MSM

Author: Luc Rouach

Abstract:

Information Technologies can be considered as a single market, constituted by many interdependent market areas. It is a multidisciplinary market, more and more complex to understand from a technological point of view but also from a marketing point of view. This market is dominated by the offer and where you are better off among the leaders. The managing of changes is essential if one wants to build a better marketing strategy. This very dynamic market place offers a challenge for market research companies. Indeed, traditional market research is not really adapted in this context for reflection about marketing strategy. New offers must be made, allowing a better understanding of the market (i.e. of the supply-side) and a better understanding of the consumer (individuals or companies). That is what we call "monitoring of the market" and "monitoring of the consumer".

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