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Marketing of High-Technology Products and Innovations, 2nd Edition
ISBN-10: 0-13-141168-3
ISBN-13: 978-0-13-141168-5
Published by Prentice Hall
© 2005
Pub. Date: Jun 30, 2004
Format: Paper
Table of Contents
1. Introduction to High-Technology.
2. Strategy and Corporate Culture in High-Tech 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, E-Commerce and the Internet.
12. Realizing the Promise of Technology.
