Marketing of High-Technology Products and Innovations (2nd Edition)

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9780131411685: Marketing of High-Technology Products and Innovations (2nd Edition)

For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Management, Business-to-Business Marketing and New Products.

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From the Publisher:

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.

Useful in college curricula, technology institutes, engineering management programs, bio-technology centers, and/or telecommunications programs, executive education courses, training programs in high-tech firms, and technology incubators.

From the Author:

A key contribution of the book are the Technology Expert’s "Views from the Trenches." High-tech marketing experts from Intel, IBM, Agilent, Foveon, Hewlett-Packard, and others, offer their insights about best-practices marketing in their companies.

Each chapter also features marketing implications for new technologies, such as RFID chips, nano-technology, Wi-Fi, and others.

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