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Volume 10, Issue 1
1 January 1993
Journal of Consumer Marketing Cover Image for Volume 10, Issue 1
Research Article| January 01 1993

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

Dennis J. Cahill;
Dennis J. Cahill
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Robert M. Warshawsky
Robert M. Warshawsky
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1993
Journal of Consumer Marketing (1993) 10 (1): 17–22.
https://doi.org/10.1108/07363769310026548

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.

Keywords:
High technology, Marketing, USA
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© MCB UP Limited
1993
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Suggested Reading

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International Marketing Review (April,1990)
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