000 | 02459nam a22002537a 4500 | ||
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005 | 20240624144009.0 | ||
008 | 230131b ph ||||| |||| 00| 0 eng d | ||
020 | _a9781292040332 | ||
040 | _cATVERC | ||
050 | _aHC 79 .H53 M64 2014 | ||
100 | 1 | _aMohr, Jakki J. | |
245 |
_aMarketing of high-technology: products and innovations / _cJakki Mohr, Sanjit Sengupta, Stanley Slater |
||
250 | _a3rd ed. | ||
260 |
_aEssex, England: _bPearson, _cc2014 |
||
300 |
_a542 p. : _bill.; _c28 cm. |
||
500 | _aIncludes index. | ||
505 | _aChapter 1 Introduction to the 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 Interaction.-- Chapter 5 Partnerships, Alliances, and Customer Relationships.-- Chapter 6 Marketing Research in High-Tec 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 for the Triple Bottom Line in High-Tech Companies.-- Chapter 13 Strategic Considerations in Marketing Communications.-- Chapter 14 Case: Is there more to Skype than hype?.-- Chapter 15 Case: Charting a new course for Xerox: Strategic Management Planning.-- Chapter 16 Case: Environmental Systems Research Institute.-- Chapter 17 Case: Vision of the future: Airbus 380 or Boeing 787 dreamliner?.-- Chapter 18 Case: Goomzee Mobile Marketing.-- Chapter 19 Case: SELCO-India: lighting the base of the pyramid.-- | ||
520 | _aUsing 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. | ||
521 | _aYoung Adult. | ||
650 |
_2High technology industries _xMarketing |
||
700 | 1 | _aSengupta, Sanjit. | |
700 | 1 | _aSlater, Stanley F. | |
942 |
_2lcc _cBK _n0 |
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999 |
_c28723 _d28723 |