Marketing of High-Technology Products and Innovations, Pearson New International Edition, 3rd edition

Published by Pearson (October 3, 2013) © 2014

  • Jakki J Mohr University of Montana
  • Sanjit Sengupta San Francisco State University
  • Stanley Slater Colorado State Univesity
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For undergraduate and graduate courses on marketing high-tech products

Provide your students with the vital information they need to successfully market high-tech products. 

Marketing of High-Technology Products and Innovations focuses on the unique marketing challenges that surround high-tech products and service.

This edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices. 

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  • CHAPTER 1   Introduction to World of High Technology Marketing
  • CHAPTER 2   Strategic Market Planning in High-Tech Firms
  • CHAPTER 3   Culture and Climate Considerations for High-Tech Companies
  • CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) Interaction
  • CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing
  • CHAPTER 6 Marketing Research in High-Tech Markets
  • CHAPTER 7   Understanding High-Tech Customers
  • CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENT
  • Chapter 9  Distribution Channels and Supply Chain Management in High-Tech Markets
  • CHAPTER 10  Pricing Considerations in High-Tech Markets
  • CHAPTER 11   Marketing Communication Tools for High-Tech Markets
  • CHAPTER 12  Strategic Considerations in Marketing Communications
  • CHAPTER 13 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 – India: Lighting the Base of the Pyramid

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