This chapter explains why a marketing strategy is vital when introducing new products to the market. It also delves into the importance of marketing ideas for technology businesses at the outset of new product development. Marketing mix models are introduced to show the range of factors—notably, strategic decisions on product, price, place, and promotion—that influence consumers’ purchasing behavior. As firms adapt their marketing strategies to an evolving context, this chapter concludes with future challenges in terms of new marketing schemes and tools to address the continually shifting consumer behavior, especially in the technology industry.