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Designed for marketing and general managers of high-tech companies, this work should also be useful as a text for students on management courses which focus on the marketing of high-tech products, goods and services. The work sets out to enable the reader to create and implement a complete marketing plan. It provides step-by-step instructions on how to take advantage of developing markets in such diverse areas as biotechnology, materials, information processing and energy. Real-world case studies are included.