![]() ![]() Looking Forward: Launch Tactics and Finding the Target Channels and Messages Rhetoric and Messages Conclusionĭoing Deals CHAPTER 9 Finding the Target Introduction Market Alignment Technology Alignment Alignment on Capabilities Attitude toward Risk Conclusion Determine the Opportunities and Threats 4. Determine the Strengths and Weaknesses 3. Strategy CHAPTER 7 Positioning the Technology for the End User Introduction Take-Off Umpf Goals Competitive Advantage Performance Ease of Use Price Time Window of Opportunity Value Propositions ConclusionĪppendix A: Technikos Using Web Search to Develop and Test Hypotheses Interviewing to Test HypothesesĪppendix B: Presenting Your Technology Pre-Nondisclosure Post-Nondisclosure (But Pre-Deal) Investor Presentations Post-Deal (Fully Executed Contract)ĬHAPTER 8 Launch Tactics Introduction SWOTs 1. Market Research CHAPTER 4 Finding the Customer Introduction What We Have to Sell Functionality Characteristics Features Product, Process, or Service Finding the Application Finding the Customer The End User Buyers ConclusionĪppendix A: Intellectual Property Patents Trade Secrets Trademarks Copyrights and Masks IP ControlĬHAPTER 5 Competing Technology Introduction Redundancy Relation to the Dominant Design Who Is Selling? Who Is Emerging? Time Conclusionġ05 105 105 105 114 117 118 121 133 133 139 144ĬHAPTER 6 Markets Introduction Market Barriers Market Forces Estimating Market Size Estimating Market Share Conclusion The Game of Technology Transfer CHAPTER 1 The Pieces Introduction The Problem with Models about Human Behavior Constructs Portraying Constructs Deals Technologies Practices Players ConclusionĬHAPTER 2 The Board Introduction Arenas Channels and Messages Supply Chains Users and Buyers Competitors Markets Stakeholders ConclusionĬHAPTER 3 Strategies Introduction Technology Niches Nash Equilibriums Making Technology Conducive for Nash Equilibriums Objectives Tactics Competition Windows of Opportunity or Being Just-in-Time Conclusion ![]() This book is dedicated to my father, David, who taught me that marketing and sales is just a matter of walking in the other guy’s shoes.Īcknowledgments About the Author Preface Introduction Library of Congress Cataloging-in-Publication Data: ISBN-13 978–0–471–70727–1 ISBN-10 0–471–70727–9 Printed in the United States of America 10 For more information about Wiley products, visit our Web site at. Some content that appears in print may not be available in electronic books. Wiley also publishes its books in a variety of electronic formats. For general information on our other products and services, or technical support, please contact our Customer Care Department within the United States at 800–762–2974, outside the United States at 317–572–3993 or fax 317–572–4002. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. You should consult with a professional where appropriate. ![]() The advice and strategies contained herein may not be suitable for your situation. No warranty may be created or extended by sales representatives or written sales materials. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, 978–750–8400, fax 978–646–8600, or on the web at Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, 201–748–6011, fax 201–748–6008, or online at. Published by John Wiley & Sons, Inc., Hoboken, New Jersey. 䊊 Copyright © 2006 by John Wiley & Sons, Inc. ⬁ This book is printed on acid-free paper.
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