Marketing of high-technology products and innovations / Jakki Mohr, Sanjit Sengupta, Stanley Slater.
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| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ :
Prentice Hall,
[2010]
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| Edition: | Third edition. |
| Subjects: |
Table of Contents:
- 1. Introduction to the World of High-Technology Marketing
- 2. Strategic Market Planning in High-TechFirms
- 3. Culture and Climate Considerations for High-TechCompanies
- 4. Market Orientation and Cross-Functional (Marketing-R & D) Interaction
- 5. Partnerships, Alliances, and Customer Relationships
- 6. Marketing Research in High-TechMarkets
- 7. Understanding High-TechCustomers
- 8. Technology and Product Management
- 9. Distribution Channels and Supply Chain Management in High-TechMarkets
- 10. Pricing Considerations in High-TechMarkets
- 11. Marketing Communication Tools for High-TechMarkets
- 12. Strategic Considerations in Marketing Communications
- 13. Strategic Considerations for the Triple Bottom Line in High-TechCompanies.