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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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.
Each chapter also features marketing implications for new technologies, such as RFID chips, nano-technology, Wi-Fi, and others.
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