Marketing of High-Technology Products and Innovations

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9780130136060: Marketing of High-Technology Products and Innovations

This book provides a systematic approach which is grounded in relevant theories and empirical research. Marketing of Technology and Innovation 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. Marketing of Technology and Innovation provides readers with a solid conceptual framework. The book covers such topics as strategy and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools, understanding customers, product development and management issues, distribution channels and supply chain management, pricing considerations, advertising and promotion, and high-technology marketing and the Internet. 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.

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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 Expertís "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.

"About this title" may belong to another edition of this title.

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