Marketing of High-Technology Products and Innovations
The only text on the market that provides readers with the marketing information they need to successfully market high-tech products.\ 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); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers;...
Search in google:
The only text on the market that provides readers with the marketing information they need to successfully market high-tech products.Introduction to World of High Technology Marketing; Strategic MarketPlanning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); 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;Strategic Considerations for the Triple Bottom Line in High-Tech CompaniesMARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.
Ch. 1 Introduction to the World of High-Technology Marketing 1Ch. 2 Strategic Market Planning in High-Tech Firms 5Ch. 3 Culture and Climate Considerations for High-Tech Companies 81Ch. 4 Market Orientation and Cross-Functional (Marketing-R & D) Interaction 102Ch. 5 Partnerships, Alliances, and Customer Relationships 139Ch. 6 Marketing Research in High-Tech Markets 188Ch. 7 Understanding High-Tech Customers 227Ch. 8 Technology and Product Management 269Ch. 9 Distribution Channels and Supply Chain Management in High-Tech Markets 315Ch. 10 Pricing Considerations in High-Tech Markets 352Ch. 11 Marketing Communication Tools for High-Tech Markets 374Ch. 12 Strategic Considerations in Marketing Communications 404Ch. 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies 427Mini-Cases 484author Index 517Subject Index 525
