Marketing of High Technology Products and Innovations - Jakki Mohr - Librairie Eyrolles
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Marketing of High Technology Products and Innovations

Marketing of High Technology Products and Innovations

Jakki Mohr

414 pages, parution le 01/01/2001

Résumé

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.

Caractéristiques techniques

  PAPIER
Éditeur(s) Prentice Hall
Auteur(s) Jakki Mohr
Parution 01/01/2001
Nb. de pages 414
Format 18 x 24
Couverture Relié
Poids 777g
Intérieur Noir et Blanc
EAN13 9780130136060

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