Marketing of high-technology products and innovations /
Mohr, Jakki J.
Marketing of high-technology products and innovations / Jakki J. Mohr, Sanjit Sengupta, Stanley Slater. - 3 ed. - Upper Saddle River, N.J. : Prentice Hall, 2010. - 538 p. : il., grafs., fot. byn., etc.
Incluye referencias bibliográficas, índice, etc.
Cap. 1. introduction to the world of high-technology marketing -- 2. Strategic market planning in high-tech firms -- 3. Culture and climate considerations for high-tech companies -- 4. Market orientation and cross-functional (Marketing-R & D) interaction -- 5. Partnerships, alliances, and customer relationships -- 6. Marketing research in high-tech markets -- 7. Understanding high-tech customers -- 8. Technology and product management -- 9. Distribution channels and supply chain management in high-tech markets -- 10. Pricing considerations in high-tech markets -- 11. Marketing communication tools for high-tech markets -- 12. Strategic consideration in marketinfg communications -- 13. Strategic considerations for the triple bottom line in high-tech companies.
Disponible en la Colección General.
9780136049968 (pasta dura) 0136049966 (pasta dura)
High Technology Industries--Marketing
Productos Tecnológicos--Mercadeo
620.00688 / M699
Marketing of high-technology products and innovations / Jakki J. Mohr, Sanjit Sengupta, Stanley Slater. - 3 ed. - Upper Saddle River, N.J. : Prentice Hall, 2010. - 538 p. : il., grafs., fot. byn., etc.
Incluye referencias bibliográficas, índice, etc.
Cap. 1. introduction to the world of high-technology marketing -- 2. Strategic market planning in high-tech firms -- 3. Culture and climate considerations for high-tech companies -- 4. Market orientation and cross-functional (Marketing-R & D) interaction -- 5. Partnerships, alliances, and customer relationships -- 6. Marketing research in high-tech markets -- 7. Understanding high-tech customers -- 8. Technology and product management -- 9. Distribution channels and supply chain management in high-tech markets -- 10. Pricing considerations in high-tech markets -- 11. Marketing communication tools for high-tech markets -- 12. Strategic consideration in marketinfg communications -- 13. Strategic considerations for the triple bottom line in high-tech companies.
Disponible en la Colección General.
9780136049968 (pasta dura) 0136049966 (pasta dura)
High Technology Industries--Marketing
Productos Tecnológicos--Mercadeo
620.00688 / M699