Marketing of High-technology Products and Innovations

Jakki Mohr, Sanjit Sengupta, Stanley Slater

450 pages, parution le 16/08/2004

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Résumé

High-technology products are introduced in turbulent, chaotic environments where the odds of success are often low. As a result, the marketing strategies for high-tech products must be optimized to enhance the odds of success. Yet, marketing is often not a well-developed competency in many high-tech firms.

For those who wish to understand best-practices marketing in high-tech markets, this newly updated book offers practical, thorough advice. It provides tools and frameworks to develop effective marketing strategies in high-technology environments.

A sampling of topics covered: leveraging partners to grow market share; avoiding downward price pressure in high-tech markets; licensing considerations; adding high-margin services to your high-tech product mix; developing collaborative strategies between the technical team and the marketing team; identifying target markets.

Who should use this book?

Readers who will find this book of value include:

Managers and executives in high-tech companies
Students (both upper-level undergraduates and graduate students) in courses on the Marketing or Management of High-Technology and Innovation
Executive development programs for business managers

L'auteur - Sanjit Sengupta

Sanjit Sengupta (Ph.D. 1990, University of California, Berkeley) is Professor and Chair of the Marketing Department at San Francisco State University. He teaches courses in Strategic Marketing, Business-to-Business Marketing and E-Business Marketing Strategy.

L'auteur - Stanley Slater

Stanley Slater (Ph.D. 1998, University of Washington) is a Professor of Marketing at Colorado State University. From 1996-2002 he was a Professor and the Director of the Business Administration Program at the University of Washington's Bothell Campus where he was instrumental in launching an MBA Program designed specifically for professionals in technology-oriented businesses.

Sommaire

Introduction to High Technology
Strategy and Corporate Culture in High-Tech Firms
Relationship Marketing: Partnerships and Alliances
Market Orientation and R&D-Marketing Interaction in High-Technology Firms
Marketing Research in High-Tech Markets
Understanding High-Tech Customers
Product Development and Management Issues in High-Tech Markets
Distribution Channels and Supply Chain Management in High-Tech Markets
Pricing Considerations in High-Tech Markets
Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships
E-Business, E-Commerce and the Internet
Realizing the Promise of Technology: Societal, Ethical, and Regulatory Considerations

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Jakki Mohr, Sanjit Sengupta, Stanley Slater
Parution	16/08/2004
Nb. de pages	450
Format	18 x 23
Couverture	Broché
Poids	695g
Intérieur	Noir et Blanc
EAN13	9780131230231
ISBN13	978-0-13-123023-1