Introduction to Semiconductor Marketing

by Alireza Servati, Anthony R Simon

The Introduction to Semiconductor Marketing is a unique marketing primer for semiconductor industry professionals. This primer describes in detail fundamental marketing concepts coupled with useful product marketing and product management procedures. This book is especially useful to people new to semiconductor product marketing or those who are in a start up environment and may need help in marketing and positioning their products. Topics covered by this guidebook include: marketing basics, product positioning, segmenting and targeting markets, basic product management and business planning, marketing organizations, marketing requirements documents, marketing and relationships with engineering and sales among other topics.

256 pages, Paperback

First published September 15, 2005

Reviews

[Susheel Kumar · Rating 5 out of 5]

This is the first book I’ve ever finished cover to cover, which says a lot about how engaging it is. This book is gold. The author shares real experience in a way that’s clear, simple, and surprisingly easy to absorb. It helped me understand how to define products customers actually want, how to use your strengths even in crowded markets, and how to think about product roles in a very practical way.

I come from a technical engineering background and I also have an MBA from a top business school in the US. Even with that combination, many of the ideas in this book were new to me. Semiconductor marketing has its own rhythm that you never really learn in business school, and this book explains it in a way that finally made everything click. If you’re moving from engineering into product or marketing roles in semiconductors, this feels like a Gita or a Bible.

The chapter on managing and marketing legacy devices was my favorite. These products often fund the next generation, yet hardly anyone talks about how to handle them. This book covers it clearly and with real insight.

I’m writing this a year after reading it, and after going through several more books on the same topic. None of them came close to the clarity, honesty, and usefulness of this one. If you work anywhere in semiconductors, this book is absolutely worth your time.