Marketing of high-technology products and innovations
著者
書誌事項
Marketing of high-technology products and innovations
（Pearson new international edition）
Pearson, c2014
3rd ed
- : [pbk.]
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注記
"Jakki Mohr/Sanjit Sengupta/Stanley Slater"--Table of contents
"Pearson custom library"--Table of contents
Includes bibliographical references and index
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 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.
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 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
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