Author: William H. Davidow File Type: mobi Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customers point of view-- it is marketing that spells life or death for new devices or entire firms. In a book that is as fascinating as it is pragmatic, William H. Davidow, a legend in Silicon Valley, where he was described as the driving force behind the micro processor explosion, tells how to fight the marketing battle in the intensely competitive world of high-tech companies-- and win. Blunt, pithy, and knowledgeable, Davidow draws on his successful marketing experience at Intel Corporation to create a complete program for marketing victory. He drives home the basics, such as how to go head-on against the competition how to plan products, not devices how to give products a soul and how to engineer promotions, market internationally, motivate salespeople, and rally distributors. Above all, he demonstrates the critical importance of servicing and supporting customers. Total customer satisfaction, Davidow makes clear, must be every high-tech marketers ultimate goal. The only comprehensive marketing strategy book by an insider, Marketing High Technology looks behind the scenes at industry-shaking clashes involving Apple and IBM, Visicorp and Lotus, Texas Instruments and National Semiconductor. He recounts his own involvement in Crush, Intels innovative marketing offensive against Motorola, to demonstrate, step-by-step, how it became an industry prototype for a winning high-tech campaign. Davidow clearly spells out 16 principles which increase the effectiveness of marketing programs. From examples as diverse as a Rolling Stones concert and a microprocessor chip, he defines a true product. He analyzes and explains in new ways the strategic importance of distribution as it relates to market sector, pricing, and the pitfalls it entails. He challenges some traditional marketing theory and provides unique and important insights developed from over 20 years in the high-tech field. From an all-encompassing philosophy that great marketing is a crusade requiring total commitment, to a careful study of the cost of attacking a competitor, this book is an essential tool for survival in todays high-risk, fast- changing, and very lucrative high-tech arena.**ReviewJohn SculleyChairman and Chief Executive Officer, Apple Computer, Inc.Bill Davidow is both an insightful thinker and respected player in the Silicon Valley phenomenon. Bills unique perspective on high technology marketing makes this an important book for all of us in high technology to read.Robert N. NoyceCo-founder, Intel CorporationMarketing High Technology documents clearly and forcefully that technological breakthroughs alone will not enable a company to survive. Marketing makes products. In particular, Davidows discussion of the cost of entering a well-established competitors market will be required reading for all marketing managers and chief executives.Thomas J. PerkinsGeneral Partner, Kleiner Perkins Caufield and ByersDavidow writes about successful product crusades. Indeed, he is a crusader here, but for all marketing, for all companies a tough challenge but one handled masterfully. This book should be required reading not only for marketeers, but for all those who depend upon successful new products -- from engineers to financiers.Theodore LevittEditor, Harvard Business Review author of The Marketing ImaginationMarketing High Technology is a rare and marvellous book -- rare because it shows, in its own readable words, that while great devices are invented in the laboratory, great products are invented in the Marketing Department. For the first time an experienced practitioner from a first-rate high-tech company tells the inside truth about the ingredients for marketing success. And its a marvellous book because it says everything so well and convincingly. Life will never be the same.From the Back Cover Marketing is civilized warfare. And as high-tech products become increasingly standardized-- practically identical, from the customers point of view -- it is marketing that spells life or death for new devices or entire firms.

Author: Kyle Simpson File Type: epub No matter how much experience you have with JavaScript, odds are you dont fully understand the language. This concise, in-depth guide takes you inside JavaScripts this structure and object prototypes. Youll learn how they work and why theyre integral to behavior delegationa design pattern in which objects are linked, rather than cloned. Like other books in the You Dont Know JS series, this and Object Prototypes dives into trickier parts of the language that many JavaScript programmers simply avoid. Armed with this knowledge, you can become a true JavaScript master. With this book you will Explore how the this binding points to objects based on how the function is called Look into the nature of JS objects and why youd need to point to them Learn how developers use the mixin pattern to fake classes in JS Examine how JSs prototype mechanism forms links between objects Learn how to move from classinheritance design to behavior delegation Understand how the OLOO (objects-linked-to-other-objects) coding style naturally implements behavior delegation

Author: Richard Wiseman File Type: epub ReviewsExperiments that investigate the paranormal are bizarre and entertaining, and Wiseman is a witty guide in what is often a mind-boggling read. Ultimately youll discover why your brain is far more extraordinary than any of the supernatural claims in this book. --New Scientist...both scholarly and hilarious.....This fast-paced book, packed with exercises to try for yourself, is a terrific read.--Susan Blackmore, BBC Focus MagazineWiseman shows us a higher joy as he deftly skewers the paranormal charlatans, blows away the psychic fog and lets in the clear light of reason. Richard DawkinsProfessor Richard Wiseman is clear about one thing paranormal phenomena dont exist. But in the same way that the science of space travel transforms our everyday lives, so research into telepathy, fortune-telling and out-of-body experiences produces remarkable insights into our brains, behaviour and beliefs. Paranormality embarks on a wild ghost chase into this new science of the supernatural and is packed with activities that allow you to experience the impossible. So throw away your crystals, ditch your lucky charms and cancel your subscription to Reincarnation Weekly. It is time to discover the real secrets of the paranormal.Learn how to control your dreams -- and leave your body behindConvince complete strangers that you know all about themUnleash the power of your unconscious mindAbout the AuthorRichard Wiseman is Britains only professor for the Public Understanding of Psychology and has an international reputation for his research into unusual areas, including deception, luck, humour and the paranormal. He is the author of the international bestseller 59 Seconds, is frequently quoted by the media and his research has been featured on over 150 television programmes across the world.

Author: Jonathan Keller File Type: pdf The twenty-first century presents unique political challenges, like increasing concern over racially based police brutality and mass incarceration, continuing economic and gender inequality, the rise of conservative and libertarian politics, and the appropriate role of religion in American politics. Current scholarship in American political thought research neither adequately responds to the contemporary moment in American politics nor fully captures the depth and scope of this rich tradition. This collection of essays offers an innovative expansion of the American political tradition. By exposing the major ideas and thinkers of the four major yet still underappreciated alternative traditions of American political thought--African American, feminist, radical and conservative--this book challenges the boundaries of American political thinking about such values like freedom, justice, equality, democracy, economy, rights, identity, and the role of the state in American life. These traditions, the various authors show in different ways, not only present a much fuller and more accurate characterization of what counts as American political thought. They are also especially unique for the conceptual resources they provide for addressing contemporary developments in American politics. Offering an original and substantive interpretation of thinkers and movements, American Political Thought will help students understand how to put American political thought into conversation with contemporary debates in political theory.