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    Marketing of High-Technology Products and Innovations

    ISBN-10: 0136049966
    ISBN-13: 9780136049968
    Author(s): Jakki J. Mohr, Sanjit Sengupta, Stanley Slater
    Description: Marketing of High-Technolgy Products and Innovations, 3/e, provids a thorough overview of the issues high-tech marketers must address, this book provides a balance between conceptual discussions and examples; small and big business; products and  More...
    List price: $137.40
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    List Price: $137.40
    Edition: 3rd
    Publisher: Prentice Hall PTR
    Binding: Hardcover
    Pages: 576
    Size: 8.25" wide x 10.25" long x 1.00" tall
    Weight: 2.838
    Language: English

    Marketing of High-Technolgy Products and Innovations, 3/e, provids a thorough overview of the issues high-tech marketers must address, this book provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.This book offers a cutting-edge treatment of research and practice related to the marketing of technology and innovations, supported with a plethora of examples and applications.A resource for managers in high-tech firms, training programs in high-tech firms, and technology incubators.

    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 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 ndash; India: Lighting the Base of the Pyramid
    Introduction to World of High Technology Marketing
    The Lexicon of Marketing
    Strategic
    Functional
    Tactical
    Defining High Technology
    Government-based Classifications
    Common Characteristics of High-Tech Environments: Implications for Marketing Strategy
    Types of Innovations
    The Contingency Model for High-Tech Marketing
    Framework for High-Technology Marketing Decisions
    Summary
    High Technology Industry Classification
    Outline for a Marketing Plan
    Strategic Market
    Planning in High-Tech Firms
    Competitive Advantage: The Objective of Marketing Strategy
    Resources and Competencies
    Tests of Competitive
    Advantage for Value, Rareness, and Difficulty of Imitation
    Key Strategy
    Decisions Strategy
    Types A Cautionary Note
    Strategy Creation: Approaches and Structures
    Marketing Performance
    Measurement
    Summary
    Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources
    Culture and Climate Considerations for High-Tech Companies
    Facilitators of a Culture of Innovativeness
    Top Management Attention Creative Destruction Managersrsquo;
    Willingness to Cannibalize Product
    Champions Skunk Works
    Learning Orientation
    Unlearning Expeditionary Marketing
    Risk Tolerance
    Compensation for Innovation
    Obstacles to Obtaining a Culture of Innovativeness
    Core Rigidities
    The Innovatorrsquo;s Dilemma
    Summary
    Market Orientation and Cross-functional (Marketing/R&D) Interaction
    What It Means To Be Market Oriented
    The Effect of Market Orientation on Company Performance
    Dimensions of a Market Orientation
    Becoming Market Oriented: Facilitating Conditions
    Cross-Functional Interaction: New Product Development
    Teams and Marketing-R&D
    Interaction Cross-Functional Teamwork in Product Development
    R&D-Marketing Interaction
    Summary
    What it Takes to Become Customer Focused
    Partnerships/Alliances and Customer Relationship
    Marketing Partnerships and Strategic Alliances
    Types of Partnerships
    Reasons for Partnering
    Risks of Partnering
    Factors Contributing to Partnership
    Success Outsourcing: High Risks/High Opportunity
    Vertical Partnerships
    More Outsourcing Terminology
    Reasons for Out

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    • Due Date: 12/23/2014

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