One of the most useful marketing constructs to become integrated into high-tech marketing in the past few years is the concept of a whole product, an idea described in detail in Theodore Levitt’s The Marketing Imagination, and one that plays a significant role in Bill Davidow’s Marketing High Technology. The concept is very straightforward: There is a gap between the marketing promise made to the customer—the compelling value proposition—and the ability of the shipped product to fulfill that promise. For that gap to be overcome, the product must be augmented by a variety of services and
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