Marketing of High Technology Products and Innovations

This book provides a systematic approach which is grounded in relevant theories and empirical research. Marketing of Technology and Innovation provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts. Marketing of Technology and Innovation provides readers with a solid conceptual framework. The book covers such topics as strategy and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools, understanding customers, product.

Contents

• 1. Introduction to High-Technology.
  
• 2. Strategy and Corporate Culture in High-Technology Firms.
  
• 3. Relationship Marketing: Partnerships and Alliances.
  
• 4. Market Orientation and R&D—Marketing Interaction in High-Technology Firms.
  
• 5. Marketing Research Tools in High-Tech Markets.
  
• 6. Understanding High-Tech Customers.
  
• 7. Product Development and Management Issues in High-Tech Markets.
  
• 8. Distribution Channels and Supply Chain Management in High-Tech Markets.
  
• 9. Pricing Considerations in High-Tech Markets.
  
• 10. Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships.
  
• 11. E-Business and Internet Marketing.
  
• 12. Realizing the Promise of Technology
  

development and management issues, distribution channels and supply chain management, pricing considerations, advertising and promotion, and high-technology marketing and the Internet. Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.