The Emerging High-Tech Consumer: A Market Profile and Marketing Strategy Implications

Synopsis

Who are the consumers of high-tech goods and services, and what will their needs and preferences be as we move into the next century? Allan Reddy and his team of marketing researchers and professionals lay out the essentials of a high-tech consumer "profile," then dig into the implications this holds for developing successful marketing strategies. They synthesize the important current research and its findings, and by taking a multi-specialist approach to their subject, they bring a variety of interlocking and essential viewpoints to bear on it. A must read for professional marketers and their academic colleagues, and a useful overview for high-tech industry strategists and planners.

Additional information

Contributors:
Includes content by:
  • Allan C. Reddy
  • Bruce D. Buskirk
  • Ron Barnette
  • James A. Muncy
  • Jacqueline K. Eastman
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1997