Managing and Marketing Technology

Managing and Marketing Technology proposes that strong management of a firm?s technology improves both the marketing potential of existing products and allows firms to identify opportunities for new products through the systematic analysis and assessment of their technological and marketing capabilities. The text demonstrates how firms can conduct a technology audit, acquire, exploit and manage technology to develop a technology strategy to take the company forward. Practical and applied, Managing and Marketing Technology will provide managers and students with a valuable insight into the relationship between technology, product development, marketing and management. The final chapter is a detailed case study showing the process of auditing and implementing technology strategy.1. The Technology Problem. 2. What do Companies do about Technology? 3. First Steps in Technology Strategy. 4. The Technology Audit as a Basis for Technology Strategy. 5. Technology Acquisition - Opportunities and Threats. 6. The Technology Acquisition Task. 7. Technology Exploitation: Problems and Analysis. 8. The Technology Exploitation Task. 9. The Special Case of External Exploitation. 10. The Management of Technology. 11. Technology Auditing: An Example of Application and Implementation. Conclusions. References.