For undergraduate/graduate-level courses in Marketing of Technology, Innovation, Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing. Using 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.
Dr. Jakki Mohr is the Ron and Judy Paige Faculty Fellow and an Associate Professor of Marketing at the University of Montana-Missoula.
Table of Contents
1. Introduction to High-Technology. 2. Strategy and Corporate Culture in High-Technology 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 and Internet Marketing. 12. Realizing the Promise of Technology.