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Marketing of High-Technology Products and Innovations (PNIE)
商品資訊
ISBN13：9781292040332
出版社：PRENTICE-HALL;INC.
作者：Mohr
出版日：2014/09/02
裝訂／頁數：平裝／552頁
版次：3
商品簡介
作者簡介
目次
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商品簡介
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.
NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student. Facilitate critical thinking skills in your classroom with cases on:
• Skype
• TiVo
• Xerox
• ESRI (GIS software)
• Boeing and Airbus
• Goomzee
• SELCO
UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.
NEW! “Technology Solutions to Global Problems”: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.
NEW! Video: Supplementary videos are available to aid students in understanding the material.
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.
NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today’s student. Facilitate critical thinking skills in your classroom with cases on:
• Skype
• TiVo
• Xerox
• ESRI (GIS software)
• Boeing and Airbus
• Goomzee
• SELCO
UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.
NEW! “Technology Solutions to Global Problems”: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.
NEW! Video: Supplementary videos are available to aid students in understanding the material.
作者簡介
Mohr、Sengupta、Slater
目次
Ch.1 Introduction to World of High Technology Marketing
Ch.2 Strategic Market Planning in High-Tech Firms
Ch.3 Culture and Climate Considerations for High-Tech Companies
Ch.4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
Ch.5 Partnerships/Alliances and Customer Relationships
Ch.6 Marketing Research in High-Tech Markets
Ch.7 Understanding High-Tech Customers
Ch.8 Technology and Product Management
Ch.9 Distribution Channels and Supply Chain Management in High-Tech Markets
Ch.10 Pricing Considerations in High-Tech Markets
Ch.11 Marketing Communication Tools for High-Tech Markets
Ch.12 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
Ch.13 Strategic Considerations in Marketing Communications
END-OF-BOOK CASES
Ch.2 Strategic Market Planning in High-Tech Firms
Ch.3 Culture and Climate Considerations for High-Tech Companies
Ch.4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
Ch.5 Partnerships/Alliances and Customer Relationships
Ch.6 Marketing Research in High-Tech Markets
Ch.7 Understanding High-Tech Customers
Ch.8 Technology and Product Management
Ch.9 Distribution Channels and Supply Chain Management in High-Tech Markets
Ch.10 Pricing Considerations in High-Tech Markets
Ch.11 Marketing Communication Tools for High-Tech Markets
Ch.12 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
Ch.13 Strategic Considerations in Marketing Communications
END-OF-BOOK CASES
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