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Marketing of high-technology products and innovations / Jakki Mohr, Sanjit Sengupta, Stanley Slater

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, New Jersey Pearson Education Prentice Hall c2005Edition: 2nd edDescription: xx, 450 p. il., tbs. 25 cmISBN:
  • 0131411683
Subject(s): LOC classification:
  • HC 79 H53 M64.2005
Online resources:
Contents:
Introduction to high technology -- Strategy and corporate culture in high-tech firms -- Relationship marketing: partnerships and alliances -- Market orientation and r&d-marketing interaction in high-technology firms -- Marketing research in high-tech markets -- Understanding high-tech customers -- Product development and management issues in high-tech markets -- Distribution channels and supply chain management in high-tech markets -- Pricing considerations in high-tech markets -- Advertising and promotion in high-tech markets: tools to build and maintain customer relationships -- E-business, e-commerce and the internet -- Realizing the promise of technology.
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Introduction to high technology -- Strategy and corporate culture in high-tech firms -- Relationship marketing: partnerships and alliances -- Market orientation and r&d-marketing interaction in high-technology firms -- Marketing research in high-tech markets -- Understanding high-tech customers -- Product development and management issues in high-tech markets -- Distribution channels and supply chain management in high-tech markets -- Pricing considerations in high-tech markets -- Advertising and promotion in high-tech markets: tools to build and maintain customer relationships -- E-business, e-commerce and the internet -- Realizing the promise of technology.

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