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Marketing of High-Technology Products and Innovations (3rd Edition)

Marketing of High-Technology Products and Innovations (3rd Edition)
Author: Jakki J. Mohr - Sanjit Sengupta - Stanley Slater
ISBN 13: 9780136049968
ISBN 10: 136049966
Edition: 3
Publisher: Pearson
Publication Date: 2009-02-15
Format: Hardcover
Pages: 576
List Price: $155.80

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; 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 Companies

MARKET: 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.