Marketing of High technology Product and Innovations, 3e
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.
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Marketing of High technology Product and Innovations, 3e
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.
Features:
End-of-book Cases: The cases that have encouraged handson experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student. Facilitate critical thinking skills in your classroom with cases on:
- Skype
- TiVo
- Xerox ESRI (GIS software)
- Boeing and Airbus
- Goomzee SELCO
Contents:
- Introduction to World of High Technology Marketing
- Strategic Market Planning in High-Tech Firms
- Culture and Climate Considerations for High-Tech Companies
- Market Orientation and Cross-functional (Marketing/ R&D) Interaction
- Partnerships/Alliances and Customer Relationship Marketing
- Marketing Research in High-Tech Markets
- Understanding High-Tech Customers
- Technology And Product Management
- Distribution Channels and Supply Chain Management in High-Tech Markets
- Pricing Considerations in High-Tech Markets
- Marketing Communication Tools for High-Tech Markets
- Strategic Considerations in Marketing Communications
- End-of-Book Cases
| Book | |
|---|---|
| Author | Mohr |
| Pages | 560 |
| Year | 2014 |
| ISBN | 9789332536623 |
| Publisher | Pearson |
| Language | English |
| Uncategorized | |
| Edition | 3/e |
| Weight | 851 g |
| Dimensions | 20.3 x 25.4 x 4.7 cm |
| Binding | Paperback |