Description |
xiii, 212 pages : illustrations ; 24 cm |
Contents |
Machine derived contents note: Preface xi -- -- -- -- PART ONE: THE THINKING -- -- 1 The Problem 5 -- -- 2 Organized But Dysfunctional 11 -- -- 3 The Awareness of an Engineer 23 -- -- 4 Marketing's Choice and Engineering Planning 33 -- -- 5 Differentiation: A Phenomenon, Not A Concept 43 -- -- 6 We Relate Before We Differentiate 49 -- -- 7 Contexts Can Undifferentiate A Product! 57 -- -- 8 The Semiconductor Company Context 63 -- -- -- -- PART TWO: THE FORWARD MOVEMENT LATENT IN -- EXECUTION -- -- 9 A Glimpse At The Marketing Context 73 -- -- 10 The Context of Execution 85 -- -- PART THREE: HIGH TECH CONTEXTS - A -- SEMICONDUCTOR COMPANY VIEW -- -- 11 The Semiconductor Value Chain 103 -- -- 12 The Product Definition Context 109 -- -- 13 The Economics Context 121 -- -- 14 The Customer Context 135 -- -- 15 The Design-in 147 -- -- PART FOUR: THE CRAFT AND THE MINDSET -- -- 16 The Requirements Craft 159 -- -- 17 Manage Expectations 169 -- -- 18 The Execution Mindset 175 -- -- 19 Overcoming Technology-centric View 187 -- -- 20 Marketing is Organized Decision Making 195 -- -- Index 209 |
Summary |
"This book tackles the big questions of how to develop the basic craft of the thinking that is required of us in high technology companies. Drawing from basic economic principles and practical experience from the high technology semiconductor business, it breaks new ground in our understanding of the complexities of high technology execution."--Jacket |
Notes |
Includes index |
Bibliography |
With bibliographical references and index |
Subject |
Product management -- Decision making.
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High technology industries -- Management.
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Technological innovations -- Management.
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High technology industries -- Marketing.
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High technology -- Marketing.
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New products -- Planning.
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New products -- Management.
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LC no. |
2005297455 |
ISBN |
0387233504 |
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0387235523 e-book |
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