Higher Ed. and Vocational >> Business and Economics >> Economics >> Economics


Marketing of High-Technology Products and Innovations

Marketing of High-Technology Products and Innovations

Author(s):
  • Jakki J Mohr
  • Sanjit Sengupta
  • Stanley Slater
    • Author: Jakki J Mohr
    • ISBN:9789332536623
    • 10 Digit ISBN:9332536627
    • Price:Rs. 1045.00
    • Pages:560
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available


    Be the first to rate the book !!

    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. 

     

    Table of Content

    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
     

    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 End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today's student. Facilitate critical thinking skills in your classroom with cases on:
    •    Skype
    •    TiVo
    •    Xerox
    •    ESRI (GIS software)
    •    Boeing and Airbus
    •    Goomzee
    •    SELCO

    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.

    NEW! Video: Supplementary videos are available to aid students in understanding the material.