03886oam 2200661 450 991015306530332120230803220443.09781292054537electronic book1292054530electronic book9781292040332paperback1292040335paperback(CKB)2550000001160294(SSID)ssj0001257108(PQKBManifestationID)12493328(PQKBTitleCode)TC0001257108(PQKBWorkID)11293250(PQKB)11408020(OCoLC)895084039(MiAaPQ)EBC5186357(MiAaPQ)EBC5187169(MiAaPQ)EBC5831938(MiAaPQ)EBC5138448(MiAaPQ)EBC6399861(Au-PeEL)EBL5138448(CaONFJC)MIL543499(EXLCZ)99255000000116029420210428d2014 uy 0engurcn#nnn|||||txtrdacontentcrdamediacrrdacarrierMarketing of high-technology products and innovations /Jakki J. Mohr, Sanjit Sengupta, Stanley SlaterThird edition, Pearson new international edition.Harlow, England :Pearson,[2014]©20141 online resource (ii, 542 pages) illustrationsPearson Custom LibraryIncludes index.1-292-04033-5 1-306-12248-1 Includes bibliographical references and index.Chapter 1. Introduction to World of High-Technology Marketing -- Chapter 2. Strategic Market Planning in High-Tech Firms -- Chapter 3. Culture and Climate Considerations for High-Tech Companies -- Chapter 4. Market Orientation and Cross-functional (Marketing-R & D) Interaction -- Chapter 5. Partnerships, Alliances and Customer Relationship Marketing -- Chapter 6. Marketing Research in High-Tech Markets -- Chapter 7. Understanding High-Tech Customers -- Chapter 8. Technology and product management -- Chapter 9. Distribution Channels and Supply Chain Management in High-Tech Markets -- Chapter 10. Pricing Considerations in High-Tech Markets -- Chapter 11. Marketing Communication Tools for High-Tech Markets -- Chapter 12. Strategic Considerations for the Triple Bottom Line in High-Tech Companies -- Chapter 13. Strategic considerations in marketing communications -- Chapter 14. Case: Is there more to Skype than hype? -- Chapter 15. Case: Charting a New Course for Xerox: Strategic Marketing Planning -- Chapter 16. Case: Environmental Systems Research Institute (ESRI) -- Chapter 17. Case: Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? -- Chapter 18. Case: Goomzee Mobile Marketing -- Chapter 19. Case: SELCO-India: Lighting the Base of the Pyramid.For undergraduate and graduate courses on marketing high-tech products Provide your students with the vital information they need to successfully market high-tech products. Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service. The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices.Pearson custom library.High technology industriesMarketingHigh technology industriesMarketing.620.00688Mohr Jakki J.499407Sengupta SanjitSlater Stanley F.MiAaPQMiAaPQUtOrBLWBOOK9910153065303321Marketing of high-technology products and innovations3415976UNINA