Marketing of high-technology products and innovations

Bibliographic Information

Marketing of high-technology products and innovations

Mohr, Sengupta, Slater

(Pearson new international edition)

Pearson, c2014

3rd ed

  • : [pbk.]

Available at  / 2 libraries

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Note

"Jakki Mohr/Sanjit Sengupta/Stanley Slater"--Table of contents

"Pearson custom library"--Table of contents

Includes bibliographical references and index

Description and Table of Contents

Description

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 focuses on the unique marketing challenges that surround high-tech products and service. This 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.

Table of Contents

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 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

by "Nielsen BookData"

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