TY  - BOOK
AU  - Mohr,Jakki J.
AU  - Sengupta,Sanjit
AU  - Slater,Stanley
TI  - Marketing of high-technology products and innovations
SN  - 9780136049968
U1  - 620.00688 22 ed.
PY  - 2010///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - High Technology Industries
KW  - Marketing
KW  - Productos Tecnológicos
KW  - Mercadeo
N1  - 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
ER  -