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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"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 CapitalFrom the Back Cover:
Cutting-edge treatment of the marketing of high-technology products and innovations
High-tech products and services are introduced in turbulent, chaotic environments, where the odds of success are often difficult to ascertain at best, and stacked against success at worst. In this complicated environment, thriving in the high-tech marketplace requires a mastery of a diverse set of skills and capabilities.
This book is designed to provide frameworks for systematic decision making about marketing in high-tech environments. In doing so, it offers insights about how marketing tools and techniques must be adapted and modified for high-technology products and services. It highlights possible pitfalls, mitigating factors, and the "how-to's" of successful high-tech marketing.
More information about this text and its supporting resources is available at: www.prenhall.com/mohr
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Book Description Prentice Hall. Hardcover. Book Condition: New. 0130136069. Bookseller Inventory # HGT4572.2SWER120814H0559B
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. 1st. Bookseller Inventory # DADAX0130136069
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97801301360601.0
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. book. Bookseller Inventory # 0130136069
Book Description Prentice Hall, 2001. Hardcover. Book Condition: New. Bookseller Inventory # P110130136069
Book Description Prentice Hall. Hardcover. Book Condition: New. 0130136069 New Condition. Bookseller Inventory # NEW4.0042449