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The efficacy of strategic and promotional factors on the sales growth of high-tech firms

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2 Author(s)
K. Traynor ; Dept. of Marketing, Clarion Univ. of Pennsylvania, PA, USA ; S. Traynor

The growing concern about the ability of high-tech firms to effectively market their products and services has increased the interest in which marketing strategies and promotional techniques work best. This study investigates high-tech executives' perceptions of which strategic factors and promotional methods are most effective. The high-tech executives' perceptions of strategic factors and promotional methods are investigated for level of sales growth and industry differences. Moreover, the high-tech executives identify the promotional methods which they feel will be most effective in the future. In addition, high-tech firms' expenditures on strategic and promotional factors are compared by industry and by different levels of sales growth. Finally, findings are presented describing which strategies and promotional methods are employed by different sales growth level firms lending support to the conclusions that some strategic factors and promotional methods are more effective

Published in:

IEEE Transactions on Engineering Management  (Volume:41 ,  Issue: 2 )