The marketing concept: a forgotten aid for marketing high‐technology products

Abstract

Suggests that the conventional wisdom about “high‐tech” products contains three fallacies and one shortcoming that may lead producers and marketers of these kinds of products to commit marketing resources inappropriately. Offers remedies.

Citation

Cahill, D.J. and Warshawsky, R.M. (1993), "The marketing concept: a forgotten aid for marketing high‐technology products", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 17-22. https://doi.org/10.1108/07363769310026548