10-RISKS IN MARKETING HIGH-TECHNOLOGY PRODUCTS

被引：15

作者：

MELDRUM, MJ ^{[1
]}

MILLMAN, AF ^{[1
]}

机构：

[1] CRANFIELD INST TECHNOL,CRANFIELD SCH MANAGEMENT,CTR HIGH TECH PROD MKT,CRANFIELD MK43 0AL,BEDS,ENGLAND

来源：

INDUSTRIAL MARKETING MANAGEMENT | 1991年 / 20卷 / 01期

关键词：

D O I：

10.1016/0019-8501(91)90040-M

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Risk is one of the least understood issues in companies that supply technology-based products. This article reports the findings of an exploratory study of the potential risks facing marketing executives and identifies 10 key areas for consideration before any quantitative analysis is carried out. © 1991.

引用

页码：43 / 50

页数：8