... companies such as the FrenchBull Computers, the British ICL or the Dutch operator KPN have failed dra-matically. One of the reasons of their failure was certainly the weakness of their marketing strategy, ... the different stages of product management, from the launch to its exit from the market, as well as in the management of the different components of operational marketing. Actu-ally, some academics ... phrase.For the sake of clarity, first we recall the meaning of the term marketing and review its objectives before defining ahigh-technology product. We then explore the differencesbetween the marketing...