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What is included with this book?
| Introduction to World of High Technology Marketing | |
| Strategic Market Planning in High-Tech Firms | |
| Culture and Climate Considerations for High-Tech Companies | |
| Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
| Partnerships/Alliances and Customer Relationship Marketing | |
| Marketing Research in High-Tech Markets | |
| Understanding High-Tech Customers | |
| Technology and Product Management | |
| Distribution Channels and Supply Chain Management in High-Tech Markets | |
| Pricing Considerations in High-Tech Markets | |
| Marketing Communication Tools for High-Tech Markets | |
| Strategic Considerations in Marketing Communications | |
| End-of-Book Cases Is there more to Skype than hype? | |
| The Future of TiVo? | |
| Charting a New Course for Xerox: Strategic Marketing Planning | |
| Environmental Systems Research Institute (ESRI) | |
| Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? | |
| Goomzee Mobile Marketing SELCO ndash; India: Lighting the Base of the Pyramid | |
| Introduction to World of High Technology Marketing | |
| The Lexicon of Marketing | |
| Strategic | |
| Functional | |
| Tactical | |
| Defining High Technology | |
| Government-based Classifications | |
| Common Characteristics of High-Tech Environments: Implications for Marketing Strategy | |
| Types of Innovations | |
| The Contingency Model for High-Tech Marketing | |
| Framework for High-Technology Marketing Decisions | |
| Summary | |
| High Technology Industry Classification | |
| Outline for a Marketing Plan | |
| Strategic Market | |
| Planning in High-Tech Firms | |
| Competitive Advantage: The Objective of Marketing Strategy | |
| Resources and Competencies | |
| Tests of Competitive | |
| Advantage for Value, Rareness, and Difficulty of Imitation | |
| Key Strategy | |
| Decisions Strategy | |
| Types A Cautionary Note | |
| Strategy Creation: Approaches and Structures | |
| Marketing Performance | |
| Measurement | |
| Summary | |
| Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources | |
| Culture and Climate Considerations for High-Tech Companies | |
| Facilitators of a Culture of Innovativeness | |
| Top Management Attention Creative Destruction Managersrsquo; | |
| Willingness to Cannibalize Product | |
| Champions Skunk Works | |
| Learning Orientation | |
| Unlearning Expeditionary Marketing | |
| Risk Tolerance | |
| Compensation for Innovation | |
| Obstacles to Obtaining a Culture of Innovativeness | |
| Core Rigidities | |
| The Innovatorrsquo;s Dilemma | |
| Summary | |
| Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
| What It Means To Be Market Oriented | |
| The Effect of Market Orientation on Company Performance | |
| Dimensions of a Market Orientation | |
| Becoming Market Oriented: Facilitating Conditions | |
| Cross-Functional Interaction: New Product Development | |
| Teams and Marketing-R&D | |
| Interaction Cross-Functional Teamwork in Product Development | |
| R&D-Marketing Interaction | |
| Summary | |
| What it Takes to Become Customer Focused | |
| Partnerships/Alliances and Customer Relationship | |
| Marketing Partnerships and Strategic Alliances | |
| Types of Partnerships | |
| Reasons for Partnering | |
| Risks of Partnering | |
| Factors Contributing to Partnership | |
| Success Outsourcing: High Risks/High Opportunity | |
| Vertical Partnerships | |
| More Outsourcing Terminology | |
| Reasons for Out | |
| Table of Contents provided by Publisher. All Rights Reserved. |
The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
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