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.
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"The highlights and comments from business executives and other sources were especially insightful." ― Ashok Gupta, Ohio State University
"Clearly the most effective academic book on the market for teaching marketing strategies that are unique to organizations that are substantially impacted by technology." ― Jim Simpson, University of Alabama Huntsville
"Path breaking, practical, and up-to-date. Squarely aimed at the engineer-marketer in the trenches." ― Edward E. Rigdon, Georgia State University
"Provides excellent examples and cases which illustrates concepts and theories in the text." ― Raj Rakhra, University of Washington Business School
"A very good book with a tremendous depth of reference." ― Dan Maher, ACT Venture CapitalFrom the Back Cover:
Cutting-edge treatment of the marketing of high-technology products and innovations
High-tech products and services are introduced in turbulent, chaotic environments, where the odds of success are often difficult to ascertain at best, and stacked against success at worst. In this complicated environment, thriving in the high-tech marketplace requires a mastery of a diverse set of skills and capabilities.
This book is designed to provide frameworks for systematic decision making about marketing in high-tech environments. In doing so, it offers insights about how marketing tools and techniques must be adapted and modified for high-technology products and services. It highlights possible pitfalls, mitigating factors, and the "how-to's" of successful high-tech marketing.
More information about this text and its supporting resources is available at: www.prenhall.com/mohr
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