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Marketing of high-technology products and innovations / / Jakki J. Mohr, Sanjit Sengupta, Stanley Slater
| Marketing of high-technology products and innovations / / Jakki J. Mohr, Sanjit Sengupta, Stanley Slater |
| Autore | Mohr Jakki J. |
| Edizione | [Third edition, Pearson new international edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , [2014] |
| Descrizione fisica | 1 online resource (ii, 542 pages) : illustrations |
| Disciplina | 620.00688 |
| Collana | Pearson Custom Library |
| Soggetto topico | High technology industries - Marketing |
| ISBN |
9781292054537
1292054530 9781292040332 1292040335 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 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. |
| Record Nr. | UNINA-9910153065303321 |
Mohr Jakki J.
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| Harlow, England : , : Pearson, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Successful marketing strategy for high-tech firms / / Eric Viardot
| Successful marketing strategy for high-tech firms / / Eric Viardot |
| Autore | Viardot Eric |
| Edizione | [2nd ed.] |
| Pubbl/distr/stampa | Boston, Mass., : Artech House, c2004 |
| Descrizione fisica | 1 online resource (322 p.) |
| Disciplina |
620/.0068/8
620.00688 |
| Collana | Artech House technology management and professional development library |
| Soggetto topico |
High technology - Marketing
Technological innovations - Marketing |
| ISBN | 1-58053-701-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Successful Marketing Strategy for High-Tech Firms; Contents; Introduction xi; Acknowledgments xv; 1 -- The Meaning of Marketing for High-Tech Firms; 2 -- Corporate and Marketing Strategies in the High-Tech Industry; 3 -- Knowing Customers and Markets; 4 -- Understanding Competitors; 5 -- Selecting Markets; 6 -- Product Strategy; 7 -- Distributing and Selling High-Tech Products; 8 -- Communication Strategy for High-Tech Products; 9 -- Pricing High-Tech Products; 10 -- The Position of Marketing Within High-Tech Companies; Appendix A: Key Success Factors of a Marketing Department in a High-Tech Company. |
| Record Nr. | UNINA-9910810539403321 |
|
Viardot Eric
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||
| Boston, Mass., : Artech House, c2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Successful marketing strategy for high-tech firms / Eric Viardot
| Successful marketing strategy for high-tech firms / Eric Viardot |
| Autore | Viardot, Eric |
| Edizione | [3. ed] |
| Pubbl/distr/stampa | Boston : Artech House, 2004 |
| Descrizione fisica | xvi, 304 p. ; 26 cm |
| Disciplina | 620.00688 |
| Soggetto topico |
Industria ad alta tecnologia - Marketing
Ricerca industriale - Marketing |
| ISBN |
1580537006
9781580537001 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISALENTO-991000364449707536 |
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Viardot, Eric
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| Boston : Artech House, 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
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