DocumentCode
1646254
Title
The engineer´s role in marketing high technology
Author
Cowles, J.F.
Author_Institution
CSM Associates Ltd., UK
fYear
1995
fDate
11/8/1995 12:00:00 AM
Firstpage
42430
Lastpage
42434
Abstract
This paper is an exploration of some of the issues involved in marketing high technology products and services within an engineering environment using the experience of one company, CSMA Associates Limited, to illustrate certain points. In particular it addresses the dysfunctional relationship that often characterises the admixture of engineering and marketing and endeavours to identify strategies for overcoming it
Keywords
engineering; marketing; CSMA Associates Limited; dysfunctional relationship; engineering environment; high technology marketing; human resources; market orientation;
fLanguage
English
Publisher
iet
Conference_Titel
Engineering Marketing - Engineer and Marketeer in Perfect Harmony?, IEE Half-day Colloquium on
Conference_Location
London
Type
conf
DOI
10.1049/ic:19951233
Filename
498911
Link To Document