skip to content
Marketing of high-technology products and innovations Preview this item
ClosePreview this item
Checking...

Marketing of high-technology products and innovations

Author: Jakki J Mohr; Sanjit Sengupta; Stanley F Slater
Publisher: Upper Saddle River, N.J. : Pearson, 2010.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Summary:
This title provides a thorough overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

 

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Document Type: Book
All Authors / Contributors: Jakki J Mohr; Sanjit Sengupta; Stanley F Slater
ISBN: 9780131364912 013136491X
OCLC Number: 435511215
Notes: Includes index.
Description: xxvi, 538 pages : illustrations ; 25 cm
Contents: CHAPTER 1 Introduction to World of High Technology MarketingCHAPTER 2 Strategic Market Planning in High-Tech FirmsCHAPTER 3 Culture and Climate Considerations for High-Tech CompaniesCHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) InteractionCHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing CHAPTER 6 Marketing Research in High-Tech MarketsCHAPTER 7 Understanding High-Tech CustomersCHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENTChapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets CHAPTER 10 Pricing Considerations in High-Tech MarketsCHAPTER 11 Marketing Communication Tools for High-Tech MarketsCHAPTER 12 Strategic Considerations in Marketing CommunicationsCHAPTER 13 END-OF-BOOK CASESIs there more to Skype than hype?The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing PlanningEnvironmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?Goomzee Mobile MarketingSELCO - India: Lighting the Base of the PyramidDetailed TOC CHAPTER 1 Introduction to World of High Technology MarketingThe Lexicon of Marketing Strategic Functional Tactical Defining High Technology Government-based Classifications Common Characteristics of High-Tech Environments: Implications for Marketing StrategyTypes of InnovationsThe Contingency Model for High-Tech MarketingFramework for High-Technology Marketing DecisionsSUMMARYAPPENDIX A High Technology Industry Classification APPENDIX B Outline for a Marketing Plan CHAPTER 2 Strategic Market Planning in High-Tech FirmsCompetitive Advantage: The Objective of Marketing StrategyResources and CompetenciesTests of Competitive Advantage for Value, Rareness, and Difficulty of ImitationKey Strategy DecisionsStrategy TypesA Cautionary NoteStrategy Creation: Approaches and StructuresMarketing Performance MeasurementSummaryAppendix Funding and Resource Considerations for Small High-tech Start-upsFunding a High-tech Start-upOther Resources CHAPTER 3 Culture and Climate Considerations for High-Tech CompaniesFacilitators of a Culture of InnovativenessTop Management AttentionCreative DestructionManagers' Willingness to CannibalizeProduct ChampionsSkunk WorksLearning OrientationUnlearningExpeditionary MarketingRisk ToleranceCompensation for InnovationObstacles to Obtaining a Culture of InnovativenessCore RigiditiesThe Innovator's DilemmaSummary CHAPTER 4 Market Orientation and Cross-functional (Marketing/R&D) InteractionWhat It Means To Be Market OrientedThe Effect of Market Orientation on Company PerformanceDimensions of a Market OrientationBecoming Market Oriented: Facilitating ConditionsCross-Functional Interaction: New Product Development Teams and Marketing-R&D InteractionCross-Functional Teamwork in Product DevelopmentR&D-Marketing InteractionSummaryAppendix: What it Takes to Become Customer Focused CHAPTER 5 Partnerships/Alliances and Customer Relationship Marketing Partnerships and Strategic Alliances Types of Partnerships Reasons for Partnering Risks of Partnering Factors Contributing to Partnership Success Outsourcing: High Risks/High Opportunity Vertical Partnerships More Outsourcing Terminology Reasons for Outsourcing But Does It Work? Problems and risks in Outsourcing A Contingency Approach to Managing Outsourcing for Success The Future of Outsourcing Open Innovation Networks and Alliances for New Product Development Customer Relationship Management/Marketing Step 1: Identify "high potential" customers Step 2: Develop a customer acquisition strategy Step 3: Develop the customer portfolio management strategy Customer Relationship Management Software Summary CHAPTER 6 Marketing Research in High-Tech MarketsGathering Information: High-Tech Marketing Research Tools Concept Testing Conjoint Analysis Customer Visit Programs Empathic Design Lead Users Quality Function Deployment Prototype Testing Beta Version TestingCustomer-Driven Innovation Biomimicry The Biomimicry Process Biomimicry Benefits Forecasting in High-Tech Markets Forecasting Methods Other Considerations in Forecasting Summary CHAPTER 7 Understanding High-Tech CustomersCustomer Purchase Decisions Problem Recognition Information Search Evaluate Alternatives Purchase Decision Post-purchase EvaluationAdoption and Diffusion of Innovations Factors Affecting Adoption of Innovation Categories of Adopters Crossing the Chasm Early-Market Strategies: Marketing to the Visionaries The Chasm Crossing the Chasm: A Beachhead and A Whole Product Solution Inside the Tornado The Choice of Customer Target Market: Segmentation, Targeting, and Positioning Divide Possible Customers Into Groups Profile the Customers In Each Segment Evaluate and Select a Target Market Positioning the product within the segmentCustomer Strategies to Avoid Obsolescence: Implications for upgrades and migration paths Customer Migration Decisions Marketers' Migration Options Consumers' Paradoxical relationships with Technology and Unintended Consequences Marketing Implications of Consumers' Paradoxical Relationship With Technology Summary CHAPTER 8 TECHNOLOGY AND PRODUCT MANAGEMENTTechnology MappingThe "What to Sell" Decision Possible Options What Decision Makes Sense? Technology Transfer ConsiderationsProduct Architecture: Modularity, Platforms, and Derivatives Modularity Platforms and DerivativesA Cautionary Note on Issues Related to "Killing" New-Product DevelopmentThe Role of Product Management in the High-Technology CompanyDeveloping Services as Part of the High-Technology Product Strategy Unique Characteristics of Services: Implications for High-Tech MarketingIntellectual Property Considerations Types of Intellectual Property Protection Rationale for Protection of Intellectual Property Managing Intellectual PropertySummaryAPPENDIX Details on the Patenting Process International Patent Protection Online Resources for Intellectual Property Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets Issues in Distribution Channel Design and Management Channel Structure Channel Management Channel Performance Managing Hybrid Channels: Effective Multi-Channel MarketingStep 1: Gather market dataStep 2: Work towards harmonization following contingency theoryAdditional Considerations: Channel Relationship Quality, CRM, Compensation and Communication Emerging Considerations in Distribution Channels Distribution for "Digital" Goods: The Long Tail Understanding Gray Markets Black Markets, Piracy, and Restricted Exports Unique Distribution Requirements for Developing (BOP) MarketsSupply Chain Management Matching Supply Chain Strategies to Uncertainty Supply Chain Management Technologies Outsourcing The "Greening" of the Supply ChainSummary CHAPTER 10 Pricing Considerations in High-Tech MarketsThe High-Tech Pricing EnvironmentThe Three Cs of Pricing Costs Competition CustomersCustomer-Oriented Pricing Steps in Customer-Oriented Pricing Implications of Customer-Oriented PricingPricing of After-Sales ServiceThe Technology Paradox Solutions to the Technology (Pricing) ParadoxAdditional Pricing Considerations Outright Sale of Know-How versus Licensing Agreements Other Pricing Nuances: Usage Restrictions Price PromotionsSummary CHAPTER 11 Marketing Communication Tools for High-Tech MarketsAdvertising and Promotion Mix: Integrated Marketing CommunicationsInternet Advertising and Promotion Dealing with DisruptionThe Website's Part in Advertising-and-Promotion StrategyWebsite DesignBuild Site TrafficEvaluate Website EffectivenessSummaryAPPENDIX Web Analytics: Monitoring the Traffic at a Website Uses of Web Analytics Limitations of Web Analytics New Techniques in Web Analytics: Site Overlays and Geo-Mapping Web 2.0 Considerations CHAPTER 12 Strategic Considerations in Marketing CommunicationsBranding in High-Tech Markets The Benefits and Risks of Branding Strategies Developing a Strong Brand Effectively Harness Web 2.0 Technologies and New Media Ingredient Branding Branding for Small BusinessNew-Product Preannouncements Advantages and Objectives of Preannouncements Disadvantages of Preannouncements Tactical Considerations in the Preannouncement DecisionSummaryAppendix CHAPTER 13 Strategic Considerations for the Triple Bottom Line in High-Tech CompaniesCorporate Social Responsibility Debates Over and Criticisms of CSR Desired Outcomes from CSR CSR Domains: People and Planet Models of/Approaches to CSR Measuring the Outcomes and Effectiveness of CSR Initiatives Best-practices CSR for High-Tech CompaniesServing Base-of-they-Pyramid Markets: Corporate Social Responsibility and Social Entrepreneurship Domains For "Intervention" Business Models/Approaches to Solving BOP Problems: Enlightened CSR and Social Entrepreneurship Ongoing Challenges and Keys to Success for BOP Strategies Criticisms of BOP StrategiesThe Digital Divide Solutions to Bridging the Digital Divide Responding to the Risks and Opportunities of Global Climate Change Best-Practices Environmental Strategy: A Four-Step Approach Challenges for Environmentally-Responsible Business PracticesA Framework for Navigating Ethical ControversiesSummaryConcluding Remarks: Realizing the Promise of TechnologyDiscussion Questions Glossary Appendix Application of A Framework to Address Ethical Controversies: Merck, Ivermectin, and River Blindness END-OF-BOOK CASESIs there more to Skype than hype?The Future of TiVo? Charting a New Course for Xerox: Strategic Marketing PlanningEnvironmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?Goomzee Mobile MarketingSELCO - India: Lighting the Base of the Pyramid
Responsibility: Jakki Mohr, Sanjit Sengupta, Stanley Slater.

Abstract:

This title provides a thorough overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/435511215> # Marketing of high-technology products and innovations
    a schema:CreativeWork, schema:Book ;
   library:oclcnum "435511215" ;
   library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/10559035#Place/upper_saddle_river_n_j> ; # Upper Saddle River, N.J.
   library:placeOfPublication <http://id.loc.gov/vocabulary/countries/nju> ;
   schema:about <http://experiment.worldcat.org/entity/work/data/10559035#Topic/technologie_de_pointe_marketing> ; # Technologie de pointe--Marketing
   schema:about <http://dewey.info/class/620.00688/e22/> ;
   schema:about <http://id.worldcat.org/fast/956456> ; # High technology industries--Marketing
   schema:about <http://experiment.worldcat.org/entity/work/data/10559035#Topic/high_technology_industries_marketing> ; # High technology industries--Marketing
   schema:bookEdition "3rd ed." ;
   schema:bookFormat bgn:PrintBook ;
   schema:contributor <http://viaf.org/viaf/41432207> ; # Sanjit Sengupta
   schema:contributor <http://viaf.org/viaf/2054140> ; # Stanley F. Slater
   schema:creator <http://viaf.org/viaf/63589211> ; # Jakki J. Mohr
   schema:datePublished "2010" ;
   schema:description "This title provides a thorough overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts."@en ;
   schema:exampleOfWork <http://worldcat.org/entity/work/id/10559035> ;
   schema:inLanguage "en" ;
   schema:name "Marketing of high-technology products and innovations"@en ;
   schema:productID "435511215" ;
   schema:publication <http://www.worldcat.org/title/-/oclc/435511215#PublicationEvent/upper_saddle_river_n_j_pearson_2010> ;
   schema:publisher <http://experiment.worldcat.org/entity/work/data/10559035#Agent/pearson> ; # Pearson
   schema:workExample <http://worldcat.org/isbn/9780131364912> ;
   umbel:isLike <http://bnb.data.bl.uk/id/resource/GBB071814> ;
   wdrs:describedby <http://www.worldcat.org/title/-/oclc/435511215> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/10559035#Place/upper_saddle_river_n_j> # Upper Saddle River, N.J.
    a schema:Place ;
   schema:name "Upper Saddle River, N.J." ;
    .

<http://experiment.worldcat.org/entity/work/data/10559035#Topic/technologie_de_pointe_marketing> # Technologie de pointe--Marketing
    a schema:Intangible ;
   schema:name "Technologie de pointe--Marketing"@en ;
    .

<http://id.worldcat.org/fast/956456> # High technology industries--Marketing
    a schema:Intangible ;
   schema:name "High technology industries--Marketing"@en ;
    .

<http://viaf.org/viaf/2054140> # Stanley F. Slater
    a schema:Person ;
   schema:familyName "Slater" ;
   schema:givenName "Stanley F." ;
   schema:name "Stanley F. Slater" ;
    .

<http://viaf.org/viaf/41432207> # Sanjit Sengupta
    a schema:Person ;
   schema:familyName "Sengupta" ;
   schema:givenName "Sanjit" ;
   schema:name "Sanjit Sengupta" ;
    .

<http://viaf.org/viaf/63589211> # Jakki J. Mohr
    a schema:Person ;
   schema:familyName "Mohr" ;
   schema:givenName "Jakki J." ;
   schema:name "Jakki J. Mohr" ;
    .

<http://worldcat.org/isbn/9780131364912>
    a schema:ProductModel ;
   schema:isbn "013136491X" ;
   schema:isbn "9780131364912" ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.