Growing importance of marketing strategies for the software industry
Growing importance of marketing strategies for the software industry
P. M. Rao,Joseph A. Klein
1994 · DOI: 10.1016/0019-8501(94)90024-8
51 Citations
TLDR
It is concluded that increasingly firms will supplement legal mechanisms with investments in complementary marketing assets and development of marketing strategies aimed at strategic alliances and diversification into related services in order to enhance the appropriability of the fruits of their investments in software development.