TY  - BOOK
AU  - Mohr, Jakki J.
AU  - Sengupta, Sanjit 
AU  - Slater, Stanley 
TI  - Marketing of high-technology products and innovations
SN  - 9789332536623
U1  - 620.0068 
PY  - 2015///
CY  - Noida
PB  - Pearson India Education Services Pvt. Ltd.
KW  - High technology industries--Marketing
N1  - Table of Content
CHAPTER 1   Introduction to World of High Technology Marketing
CHAPTER 2   Strategic Market Planning in High-Tech Firms
CHAPTER 3   Culture and Climate Considerations for High-Tech Companies
CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) Interaction
CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing
CHAPTER 6 Marketing Research in High-Tech Markets
CHAPTER 7   Understanding High-Tech Customers
CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENT
Chapter 9  Distribution Channels and Supply Chain Management in High-Tech Markets
CHAPTER 10  Pricing Considerations in High-Tech Markets
CHAPTER 11   Marketing Communication Tools for High-Tech Markets
CHAPTER 12  Strategic Considerations in Marketing Communications
CHAPTER 13
END-OF-BOOK CASES
N2  - Provide your students with the vital information they need to successfully market high-tech products. 


Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.


The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices.

ER  -