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Marketing Of High-Technology Products and Innovations - Softcover

 
9780131411685: Marketing Of High-Technology Products and Innovations
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Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All these factors stack the odds against success in high-tech marketing. This book provides frameworks for systematic decision making about marketing in such technology-intensive environments. It offers insights about how marketing tools and techniques must be adapted and modified for marketing high technology products and innovations, highlighting possible pitfalls, mitigating factors, and the "how-to’s" of successful high tech marketing.

The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management issues, intellectual property considerations, distribution channels and supply chain management, pricing considerations, advertising and promotion, branding high-tech products, preannouncing high-tech products, high-technology marketing and the Internet, corporate social responsibility, resolving ethical dilemmas in the high-tech arena.

The book covers a wide range of technologies and industries, including telecommunications, information technology (hardware and software), biotechnology, nanotechnology, and consumer electronics.

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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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  • PublisherPrentice Hall
  • Publication date2004
  • ISBN 10 0131411683
  • ISBN 13 9780131411685
  • BindingPaperback
  • Edition number2
  • Number of pages450
  • Rating

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