Marketing of High-Technology Products and Innovations

ISBN-10: 0136049966

ISBN-13: 9780136049968

Edition: 3rd 2010

Authors: Jakki J. Mohr, Sanjit Sengupta, Stanley Slater

List price: $159.00 Buy it from $20.77 Rent it from $31.82
eBook available
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

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 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.
Used Starting from $20.77
Rent Starting from $31.82
eBooks Starting from $31.99
Rent eBooks
Buy eBooks
what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!
Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
Calculus 1 Online content $4.95 $1.99
Add to cart
Study Briefs
Business Ethics Online content $4.95 $1.99
Add to cart
Study Briefs
Business Law Online content $4.95 $1.99
Customers also bought
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $159.00
Edition: 3rd
Copyright year: 2010
Publisher: Prentice Hall PTR
Publication date: 2/5/2009
Binding: Hardcover
Pages: 576
Size: 8.25" wide x 10.25" long x 1.00" tall
Weight: 2.574
Language: English

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
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×