The Characteristics of the Market and of High-tech Products: The Role of Marketing in an Uncertain Market Context

Since the late 1970s there has been a surge in interest in high tech marketing. The industry of market research firms such as International Data Corporation has grown to offer competitive intelligence and market forecasting to companies that buy and sell technology-rich products. The strong enthusiasm in this sector has involved not only high tech marketing consultants but also the university world. In this paper we will highlight the role that High Tech marketing plays in the life of companies and then focus on the problems generated by the uncertainty to which marketing exposes High Tech companies.