Marketing of High-Technology Products and Innovations
Marketing of High-Technology Products and Innovations
- ISBN 13:
9780130136060
- ISBN 10:
0130136069
- Edition: 1st
- Format: Hardcover
- Copyright: 01/01/2001
- Publisher: Prentice Hall
- Newer Edition
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Summary
For undergraduate/graduate-level courses in Marketing of Technology, Innovation, Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing. Using a systematic approach grounded in relevant theories and empirical research, this text provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts.