Marketing of High-Technology Products and Innovations

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  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2001-01-01
  • Publisher: Prentice Hall
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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.

Author Biography

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.

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