Marketing of high-technology products and innovations

By:

Mohr, Jakki J

Contributor(s):

Material type: Text

TextPublication details: Pearson India Education Services Pvt. Ltd. Noida 2015Edition: 3rdDescription: 542 pISBN:

9789332536623

Subject(s):

High technology industries--Marketing

DDC classification:

620.0068 MOH

Summary: 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.

List(s) this item appears in: Marketing | Non Fiction

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	620.0068 MOH (Browse shelf(Opens below))	1	Available		003559

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

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.

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