Marketing of high-technology products and innovations
著者
書誌事項
Marketing of high-technology products and innovations
Prentice Hall, c2010
3rd ed
- : casebound
大学図書館所蔵 全8件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
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  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
For undergraduate and graduate courses on marketing high-tech products.
Provide Your Students with the Vital Information They Need to Successfully Market High-tech Products
Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.
The Third Edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices.
目次
CHAPTER 1 Introduction to World of High Technology Marketing
CHAPTER 2 Strategic Market Planning in High-Tech Firms
CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing
CHAPTER 6 Marketing Research in High-Tech Markets
CHAPTER 7 Understanding High-Tech Customers
CHAPTER 8 Technology and Product Management
CHAPTER 9 Distribution Channels and Supply Chain Management in High-Tech Markets
CHAPTER 10 Pricing Considerations in High-Tech Markets
CHAPTER 11 Marketing Communication Tools for High-Tech Markets
CHAPTER 12 Strategic Considerations in Marketing Communications
CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox: Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO - India: Lighting the Base of the Pyramid
Detailed TOC
CHAPTER 1 Introduction to World of High Technology Marketing
The Lexicon of Marketing
Strategic
Functional
Tactical
Defining High Technology
Government-based Classifications
Common Characteristics of High-Tech Environments: Implications for Marketing Strategy
Types of Innovations
The Contingency Model for High-Tech Marketing
Framework for High-Technology Marketing Decisions
SUMMARY
APPENDIX A High Technology Industry Classification
APPENDIX B Outline for a Marketing Plan
CHAPTER 2 Strategic Market Planning in High-Tech Firms
Competitive Advantage: The Objective of Marketing Strategy
Resources and Competencies
Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation
Key Strategy Decisions
Strategy Types
A Cautionary Note
Strategy Creation: Approaches and Structures
Marketing Performance Measurement
Summary
Appendix Funding and Resource Considerations for Small High-tech Start-ups
Funding a High-tech Start-up
Other Resources
CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
Facilitators of a Culture of Innovativeness
Top Management Attention
Creative Destruction
Managers' Willingness to Cannibalize
Product Champions
Skunk Works
Learning Orientation
Unlearning
Expeditionary Marketing
Risk Tolerance
Compensation for Innovation
Obstacles to Obtaining a Culture of Innovativeness
Core Rigidities
The Innovator's Dilemma
Summary
CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
What It Means To Be Market Oriented
The Effect of Market Orientation on Company Performance
Dimensions of a Market Orientation
Becoming Market Oriented: Facilitating Conditions
Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction
Cross-Functional Teamwork in Product Development
R&D-Marketing Interaction
Summary
Appendix: What it Takes to Become Customer Focused
CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing
Partnerships and Strategic Alliances
Types of Partnerships
Reasons for Partnering
Risks of Partnering
Factors Contributing to Partnership Success
Outsourcing: High Risks/High Opportunity Vertical Partnerships
More Outsourcing Terminology
&n
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