For undergraduate/graduate-level courses in Marketing of Technology, Innovation, Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.
Using a systematic approach grounded in relevant theories and empirical research, this text 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.
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Good usable condition.Review:
"The highlights and comments from business executives and other sources were especially insightful." ? Ashok Gupta, Ohio State University
"Clearly the most effective academic book on the market for teaching marketing strategies that are unique to organizations that are substantially impacted by technology." ? Jim Simpson, University of Alabama Huntsville
"Path breaking, practical, and up-to-date. Squarely aimed at the engineer-marketer in the trenches." ? Edward E. Rigdon, Georgia State University
"Provides excellent examples and cases which illustrates concepts and theories in the text." ? Raj Rakhra, University of Washington Business School
"A very good book with a tremendous depth of reference." ? Dan Maher, ACT Venture Capital
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Book Description Prentice Hall. Hardcover. Book Condition: New. 0130136069 Ships promptly from Texas. Bookseller Inventory # GHT2187COSA061016H1013
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. book. Bookseller Inventory # 0130136069
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801301360601.0
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. 1st. Bookseller Inventory # DADAX0130136069