Marketing Of High Technology Products And Innovations 3rd Edition Mohr Test Bank

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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.

 

Table of Content:

  1. CHAPTER 1 Introduction to the World of High-Technology Marketing
  2. Appendix 1.A: High-Technology Industry Classifications
  3. Appendix 1.B: Outline for a Marketing Plan
  4. CHAPTER 2 Strategic Market Planning in High-Tech Firms
  5. Appendix 2.A: Funding and Resource Considerations for Small High-Tech Start-Ups
  6. CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
  7. CHAPTER 4 Market Orientation and Cross-Functional (Marketing–R&D) Interaction
  8. Appendix 4.A: What Does It Take to Become Customer Focused and Market Oriented?
  9. CHAPTER 5 Partnerships, Alliances, and Customer Relationships
  10. CHAPTER 6 Marketing Research in High-Tech Markets
  11. CHAPTER 7 Understanding High-Tech Customers
  12. CHAPTER 8 Technology and Product Management
  13. Appendix 8.A: Details on the Patenting Process
  14. Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets
  15. CHAPTER 10 Pricing Considerations in High-Tech Markets
  16. CHAPTER 11 Marketing Communication Tools for High-Tech Markets
  17. Appendix 11.A: Web Analytics: Monitoring the Traffic at a Website
  18. Chapter 12 Strategic Considerations in Marketing Communications
  19. Chapter 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
  20. Appendix 13.A : Application of a Framework to Address Ethical Controversies: Merck, Ivermectin, and
  21. Author Index
  22. Subject Index

 

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