Marketing of High-Technology Products and Innovations

ISBN-10: 0131411683
ISBN-13: 9780131411685
Edition: 2nd 2005 (Revised)
List price: $104.33
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Description: For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing  More...

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Book details

List price: $104.33
Edition: 2nd
Copyright year: 2005
Publisher: Prentice Hall PTR
Publication date: 6/30/2004
Binding: Hardcover
Pages: 480
Size: 7.00" wide x 9.25" long x 0.75" tall
Weight: 1.848
Language: English

For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Management, Business-to-Business Marketing and New Products.

Introduction to High-Technology
Strategy and Corporate Culture in High-Tech Firms
Relationship Marketing: Partnerships and Alliances
Market Orientation and R&DMarketing Interaction in High-Technology Firms
Marketing Research Tools in High-Tech Markets
Understanding High-Tech Customers
Product Development and Management Issues in High-Tech Markets
Distribution Channels and Supply Chain Management in High-Tech Markets
Pricing Considerations in High-Tech Markets
Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships
E-Business, E-Commerce and the Internet
Realizing the Promise of Technology

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