Marketing of High-Technology Products and Innovations - Rilegato

Mohr, Jakki J.

Rilegato

ISBN 10: 0130136069 ISBN 13: 9780130136060

Casa editrice: Prentice Hall, 2000

Riassunto

This book provides a systematic approach which is grounded in relevant theories and empirical research. Marketing of Technology and Innovation provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts. Marketing of Technology and Innovation provides readers with a solid conceptual framework. The book covers such topics as strategy and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools, understanding customers, product development and management issues, distribution channels and supply chain management, pricing considerations, advertising and promotion, and high-technology marketing and the Internet. Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.

Su questo libro

L'autore:

DR. JAKKI MOHR is the Ron and Judy Paige Faculty Fellow and an Associate Professor of Marketing at the University of Montana-Missoula. Prior to joining the University of Montana in the fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder (1989-1997), where she earned both the Frascona Teaching Excellence Award (1992) and the Susan Wright Research Award (1995). Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard's Personal Computer Group and TeleVideo Systems. She received her B.B.A. from Boise State University (1982), her M.S. in Marketing from Colorado State University (1984), and her Ph.D. in Marketing from the University of Wisconsin-Madison (1989).

Dr. Mohr's research has been published in numerous academic and industry publications.

Product Description:

Book by Mohr Jakki

Su questa edizione

• Editore: Prentice Hall
• Data di pubblicazione: 2000
• ISBN 10: 0130136069
• ISBN 13: 9780130136060
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 414