The authors present a follow-up to a study conducted in 1985 that investigates the use of marketing approaches used by high-tech firms. The firms were surveyed to determine if their use of marketing approaches has changed. The 2001 study confirms the emergence of Web-based marketing approaches as of particular importance to high-tech firms. The findings should serve as a reference for practitioners to assess their marketing efforts and to evaluate the change in tactics used to market high-tech firms. © 2003 Elsevier Inc. All rights reserved.
CITATION STYLE
Traynor, K., & Traynor, S. (2004). A comparison of marketing approaches used by high-tech firms: 1985 versus 2001. Industrial Marketing Management, 33(5), 457–461. https://doi.org/10.1016/j.indmarman.2003.08.013
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