By Topic

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

Sign In

Cookies must be enabled to login.After enabling cookies , please use refresh or reload or ctrl+f5 on the browser for the login options.

Formats Non-Member Member
$31 $13
Learn how you can qualify for the best price for this item!
Become an IEEE Member or Subscribe to
IEEE Xplore for exclusive pricing!
close button

puzzle piece

IEEE membership options for an individual and IEEE Xplore subscriptions for an organization offer the most affordable access to essential journal articles, conference papers, standards, eBooks, and eLearning courses.

Learn more about:

IEEE membership

IEEE Xplore subscriptions

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

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:

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