| I read this book a while back and then gave away 20 copies to my whole product management and marketing team to read. The basic concepts of "whole product" vs. device are typically ignored in Silicon Valley's technology worshiping culture, Apple being the strong exception. The market share guidance as well as insider descriptions of sales team behaviors are events we all experience every day in technology companies. Davidow's timeless guidance is applicable as much today as it was more than 20 years ago. A great example of Davidow's teachings applied to today is the iPOD where as a device, it experienced limited success, until Apple introduced iTunes for Windows- complete product, which rocketed sales. If you can read one book to guide you in high tech marketing, this is it. |
Marketing High Technology Books In Print, Audio Books.