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Introduction to World of High Technology Marketing | |
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Strategic Market Planning in High-Tech Firms | |
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Culture and Climate Considerations for High-Tech Companies | |
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Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
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Partnerships/Alliances and Customer Relationship Marketing | |
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Marketing Research in High-Tech Markets | |
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Understanding High-Tech Customers | |
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Technology and Product Management | |
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Distribution Channels and Supply Chain Management in High-Tech Markets | |
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Pricing Considerations in High-Tech Markets | |
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Marketing Communication Tools for High-Tech Markets | |
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Strategic Considerations in Marketing Communications | |
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End-of-Book Cases Is there more to Skype than hype? | |
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The Future of TiVo? | |
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Charting a New Course for Xerox: Strategic Marketing Planning | |
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Environmental Systems Research Institute (ESRI) | |
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Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? | |
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Goomzee Mobile Marketing SELCO ndash; India: Lighting the Base of the Pyramid | |
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Introduction to World of High Technology Marketing | |
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The Lexicon of Marketing | |
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Strategic | |
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Functional | |
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Tactical | |
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Defining High Technology | |
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Government-based Classifications | |
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Common Characteristics of High-Tech Environments: Implications for Marketing Strategy | |
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Types of Innovations | |
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The Contingency Model for High-Tech Marketing | |
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Framework for High-Technology Marketing Decisions | |
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Summary | |
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High Technology Industry Classification | |
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Outline for a Marketing Plan | |
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Strategic Market | |
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Planning in High-Tech Firms | |
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Competitive Advantage: The Objective of Marketing Strategy | |
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Resources and Competencies | |
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Tests of Competitive | |
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Advantage for Value, Rareness, and Difficulty of Imitation | |
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Key Strategy | |
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Decisions Strategy | |
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Types A Cautionary Note | |
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Strategy Creation: Approaches and Structures | |
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Marketing Performance | |
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Measurement | |
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Summary | |
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Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources | |
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Culture and Climate Considerations for High-Tech Companies | |
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Facilitators of a Culture of Innovativeness | |
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Top Management Attention Creative Destruction Managersrsquo; | |
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Willingness to Cannibalize Product | |
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Champions Skunk Works | |
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Learning Orientation | |
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Unlearning Expeditionary Marketing | |
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Risk Tolerance | |
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Compensation for Innovation | |
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Obstacles to Obtaining a Culture of Innovativeness | |
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Core Rigidities | |
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The Innovatorrsquo;s Dilemma | |
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Summary | |
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Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
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What It Means To Be Market Oriented | |
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The Effect of Market Orientation on Company Performance | |
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Dimensions of a Market Orientation | |
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Becoming Market Oriented: Facilitating Conditions | |
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Cross-Functional Interaction: New Product Development | |
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Teams and Marketing-R&D | |
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Interaction Cross-Functional Teamwork in Product Development | |
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R&D-Marketing Interaction | |
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Summary | |
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What it Takes to Become Customer Focused | |
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Partnerships/Alliances and Customer Relationship | |
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Marketing Partnerships and Strategic Alliances | |
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Types of Partnerships | |
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Reasons for Partnering | |
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Risks of Partnering | |
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Factors Contributing to Partnership | |
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Success Outsourcing: High Risks/High Opportunity | |
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Vertical Partnerships | |
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More Outsourcing Terminology | |
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Reasons for Out | |