Marketing of High-Technology Products and Innovations / Edition 3

by Jakki Mohr, Sanjit Sengupta, Stanley Slater

Overview

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.

Product Details

ISBN-13:	9780136049968
Publisher:	Pearson Education
Publication date:	02/05/2009
Series:	Pearson Custom Business Resources Series
Edition description:	New Edition
Pages:	576
Product dimensions:	8.10(w) x 10.00(h) x 1.00(d)

Table of Contents

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 in Marketing Communications
CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
END-OF-BOOK CASES
Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox: Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing
SELCO – India: Lighting the Base of the Pyramid

Detailed TOC
CHAPTER 1 Introduction to World of High Technology Marketing
The Lexicon of Marketing
Strategic
Functional
Tactical
Defining High Technology
Government-based Classifications
Common Characteristics of High-Tech Environments: Implications for Marketing Strategy
Types of Innovations
The Contingency Model for High-Tech Marketing
Framework for High-Technology Marketing Decisions
SUMMARY
APPENDIX A High Technology Industry Classification
APPENDIX B Outline for a Marketing Plan

CHAPTER 2 Strategic Market Planning in High-Tech Firms
Competitive Advantage: The Objective of Marketing Strategy
Resources and Competencies
Tests of Competitive Advantage for Value, Rareness, and Difficulty of Imitation
Key Strategy Decisions
Strategy Types
A Cautionary Note
Strategy Creation: Approaches and Structures
Marketing Performance Measurement
Summary
Appendix Funding and Resource Considerations for Small High-tech Start-ups
Funding a High-tech Start-up
Other Resources

CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
Facilitators of a Culture of Innovativeness
Top Management Attention
Creative Destruction
Managers’ Willingness to Cannibalize
Product Champions
Skunk Works
Learning Orientation
Unlearning
Expeditionary Marketing
Risk Tolerance
Compensation for Innovation
Obstacles to Obtaining a Culture of Innovativeness
Core Rigidities
The Innovator’s Dilemma
Summary

CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
What It Means To Be Market Oriented
The Effect of Market Orientation on Company Performance
Dimensions of a Market Orientation
Becoming Market Oriented: Facilitating Conditions
Cross-Functional Interaction: New Product Development Teams and Marketing-R&D Interaction
Cross-Functional Teamwork in Product Development
R&D-Marketing Interaction
Summary
Appendix: What it Takes to Become Customer Focused

CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing
Partnerships and Strategic Alliances
Types of Partnerships
Reasons for Partnering
Risks of Partnering
Factors Contributing to Partnership Success
Outsourcing: High Risks/High Opportunity Vertical Partnerships
More Outsourcing Terminology
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