Marketing of High-technology Products and Innovations

Marketing of High-technology Products and Innovations

3.58 (17 ratings by Goodreads)
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For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation. This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Management, Business-to-Business Marketing and New Products.show more

Product details

  • Paperback | 480 pages
  • 181 x 234 x 18mm | 692g
  • Pearson Education (US)
  • Upper Saddle River, United States
  • 2nd International edition
  • 0131230239
  • 9780131230231
  • 1,998,187

About Jakki J. Mohr

Jakki Mohr (Ph.D. 1989, University of Wisconsin, Madison) is the Ron and Judy Paige Faculty Fellow and Professor of Marketing at the University of Montana-Missoula. Prior to joining the University of Montana in the fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder (1989-1997), where she earned both the Frascona Teaching Excellence Award (1992) and the Susan Wright Research Award (1995). Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett-Packard's Personal Computer Group and TeleVideo Systems. Dr. Mohr's research has won awards and been published in the Journal of Marketing, the Strategic Management Journal, the Journal of Marketing and Public Policy, the Journal of Retailing, the Journal of High Technology Management Research, Marketing Management, and Computer Reseller News. Her interests lie primarily in the area of marketing of high-technology products and services, including a broad range of technologies, including but not limited to the Internet and e-commerce. She teaches courses in the Marketing of High-Technology Products and Services, Business-to-Business Marketing, Electronic Commerce and Internet Marketing, and Marketing Management. Sanjit Sengupta (Ph.D. 1990, University of California, Berkeley) is Professor and Chair of the Marketing Department at San Francisco State University. He teaches courses in Strategic Marketing, Business-to-Business Marketing, and e-Business Marketing Strategy. Prior to joining San Francisco State in the fall of 1996, Dr. Sengupta was an assistant professor at the University of Maryland, College Park, where he received two teaching awards. He has taught in many executive development programs in the United States, Finland, and South Korea. His research interests include new product development and technological innovation, strategic alliances, sales management, and international marketing. His research has won awards and been published in many journals including Academy of Management Journal, Journal of Marketing, and Journal of Product Innovation Management. Prior to his academic career, Dr. Sengupta worked in sales and marketing for Hindustan Computers Limited and CMC Limited in Bombay, India. Stanley Slater (Ph.D. 1988, University of Washington) is a Professor of Marketing at Colorado State University. From 1996 to 2002, he was a Professor and the Director of the Business Administration Program at the University of Washington's Bothell Campus where he was instrumental in launching an MBA Program designed specifically for professionals in technology-oriented businesses. Dr. Slater's major research interests are in the areas of the role of a market orientation in organizational success and marketing's role in business strategy implementation. He has published more than forty articles on these and other topics in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, the Strategic Management Journal, and the Academy of Management Journal, among others. He has won "Best Paper" awards from the International Marketing Review and the Marketing Science Institute. Dr. Slater serves on the editorial review boards of the Journal of Marketing, Industrial Marketing Management, and Business Horizons. Prior to his academic career, he held professional and managerial positions with IBM and with the Adolph Coors Company. Dr. Slater has consulted with units of Hewlett-Packard, Johns-Manville, Monsanto, United Technologies, Cigna Insurance, Qwest, Philips Electronics, and Weyerhaeuser.show more

Review quote

"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 Capitalshow more

Table of contents

1. Introduction to High-Technology. 2. Strategy and Corporate Culture in High-Tech Firms. 3. Relationship Marketing: Partnerships and Alliances. 4. Market Orientation and R&D--Marketing Interaction in High-Technology Firms. 5. Marketing Research Tools in High-Tech Markets. 6. Understanding High-Tech Customers. 7. Product Development and Management Issues in High-Tech Markets. 8. Distribution Channels and Supply Chain Management in High-Tech Markets. 9. Pricing Considerations in High-Tech Markets. 10. Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships. 11. E-Business, E-Commerce and the Internet. 12. Realizing the Promise of Technology.show more

Rating details

17 ratings
3.58 out of 5 stars
5 18% (3)
4 53% (9)
3 12% (2)
2 6% (1)
1 12% (2)
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