The Marketing of Technology
Abstract
Seeks to identify peculiarities involved in the sale of know‐how, suggesting various marketing strategies. Differentiates between three marketing activities: the use of a technology in manufacture or design; the marketing of a service based on a particular technology; and the sales of a technology in its entirety. Describes this as an exploratory study of issues and problems arising from the marketing of a company's technology or know‐how. Concludes that this work has sought to identify the peculiarities involved in the sale of know‐how, aiming to increase understanding.
Keywords
Citation
Ford, D. and Ryan, C. (1977), "The Marketing of Technology", European Journal of Marketing, Vol. 11 No. 6, pp. 369-382. https://doi.org/10.1108/EUM0000000005021
Publisher
:MCB UP Ltd
Copyright © 1977, MCB UP Limited