Mohr, Jakki J. <br/><br/>
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. 
<br/><br/>Incluye referencias bibliográficas, índice, etc. 
<br/><br/>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. 
<br/><br/><br/>Disponible en la Colección General. 
<br/><br/><label>ISBN: </label>9780136049968  (pasta dura) 0136049966  (pasta dura) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>High Technology Industries--Marketing<br/>Productos Tecnológicos--Mercadeo
<br/><br/><label>Dewey Class. No.: </label>620.00688  / M699