Marketing Strategies for New Technology-based Ventures

Market-based management practices and the key relationships that enable businesses to attract, satisfy and retain customers, and grow their profits are examined. The contribution of marketing strategy to the creation of value for both customers and shareholders is emphasized. Particular attention is paid to the unique contexts of marketing knowledge-intensive products and services, new and rapidly growing markets and business markets. Familiarity is developed with the marketing activities typical for each of the seed/concept, product development and market execution stages of a new venture.