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Marketing of High-Technology Products and Innovations, 3/e

Marketing of High-Technology Products and Innovations, 3/e

Author(s):
  • Jakki J Mohr
  • Sanjit Sengupta
  • Stanley Slater
    • Author: Jakki J Mohr
    • ISBN:9788131761076
    • Price: Rs. 599.00
    • Pages:568
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Not Available


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    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.

    Table of Content

    1. Introduction to World of High Technology Marketing
    2. Strategic Market Planning in High-Tech Firms
    3. Culture and Climate Considerations for High-Tech Companies
    4. Market Orientation and Cross-functional (Marketing/R&D) Interaction
    5. Partnerships/Alliances and Customer Relationship Marketing
    6. Marketing Research in High-Tech Markets
    7. Understanding High-Tech Customers
    8. Technology and Product Management
    9. Distribution Channels and Supply Chain Management in High-Tech Markets
    10. Pricing Considerations in High-Tech Markets
    11. Marketing Communication Tools for High-Tech Markets
    12. Strategic Considerations in Marketing Communications
    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

    Salient Features

    • NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student.
    • UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.
    • NEW! “Technology Solutions to Global Problems”: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.