Intermediate Accounting Chapters 1 14 or Successful Marketing Strategy for Hightech Firms Second Edition

Intermediate Accounting, Chapters 1-14, Vol. 1

Author: Donald E Kieso

This bestseller has powered the careers of countless professionals. The new edition builds on the book's reputation for comprehensiveness, accuracy, and currency, incorporating all the recent changes to the accounting literature.

Booknews

The new, enhanced edition of a standard text includes substantial new content and new pedagogical features. Coverage begins with a chapter on financial accounting and accounting standards and continues through 24 chapters covering such topics as income statement and related information; balance sheet and statement of cash flows; valuation of inventories; depreciations, impairments, and depletion; intangible assets; long-term liabilities; income taxes; and pensions and postretirement benefits; among other topics. Annotation c. by Book News, Inc., Portland, Or.

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Successful Marketing Strategy for Hightech Firms, Second Edition

Author: Eric Viardot

From analyzing competition and identifying market segments, to capitalizing on Internet marketing opportunities and creating valuable after-sale services, this practical new book helps you understand and apply marketing principles that are essential for success in designing high-tech product marketing strategies in today's fiercely competitive international marketplace.

Packed with contemporary real-world examples and focusing on the key success factors behind the management of leading global high-tech firms, the book helps both novice and veteran marketing professionals focus on the critical factors that can determine success or failure for high-tech products. You learn how to objectively evaluate and manage your company's technological and knowledge-based competencies, develop effective product and pricing strategies, more precisely target your marketing efforts, and utilize the very latest distribution and sales channels. Also included is an insightful look at the most effective positioning of the marketing department within the organization, and a step-by-step guide to writing a strategic marketing plan.

Booknews

Based on the observation that successful high-technology companies do not necessarily offer the best goods and services, but have the best marketing strategy, recommends making marketing the center of attention, around which pivot research and development, manufacturing, sales, and after-sales service. Explains how managers get dazzled by the technology they produce and claim that it alleviates the necessity of the same marketing strategies and practices needed to sell yogurt or detergents. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Acknowledgments
	Introduction
	References
1	What Is High-Tech Marketing?	1
2	Corporate and Marketing Strategy in the High-Tech Industry	19
3	Knowing Customers and Markets	63
4	Understanding Competitors	91
5	Selecting Markets	113
6	Product Strategy	135
7	Pricing High-Tech Products	163
8	Communication Strategy for High-Tech Products	181
9	Distributing and Selling High-Tech Products	197
10	The Position of Marketing Within High-Tech Companies	223
App. A	Key Success Factors of a Marketing Department in a High-Tech Company	245
App. B	The Marketing Plan	249
	About the Author	255
	Index	257