Marketing of High-Technology Products and

The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET:Marketing of High-Technology Products and Innovationsprovides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

Introduction to World of High Technology Marketing
Strategic Market Planning in High-Tech Firms
Culture and Climate Considerations for High-Tech Companies
Market Orientation and Cross-functional (Marketing/R&D) Interaction
Partnerships/Alliances and Customer Relationship Marketing
Marketing Research in High-Tech Markets
Understanding High-Tech Customers
Technology and Product Management
Distribution Channels and Supply Chain Management in High-Tech Markets
Pricing Considerations in High-Tech Markets
Marketing Communication Tools for High-Tech Markets
Strategic Considerations in Marketing Communications
End-of-Book Cases Is there more to Skype than hype?
The Future of TiVo?
Charting a New Course for Xerox: Strategic Marketing Planning
Environmental Systems Research Institute (ESRI)
Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Goomzee Mobile Marketing SELCO ndash; India: Lighting the Base of the Pyramid
Introduction to World of High Technology Marketing
The Lexicon of Marketing
Strategic
Functional
Tactical
Defining High Technology
Government-based Classifications
Common Characteristics of High-Tech Environments: Implications for Marketing Strategy
Types of Innovations
The Contingency Model for High-Tech Marketing
Framework for High-Technology Marketing Decisions
Summary
High Technology Industry Classification
Outline for a Marketing Plan
Strategic Market
Planning in High-Tech Firms
Competitive Advantage: The Objective of Marketing Strategy
Resources and Competencies
Tests of Competitive
Advantage for Value, Rareness, and Difficulty of Imitation
Key Strategy
Decisions Strategy
Types A Cautionary Note
Strategy Creation: Approaches and Structures
Marketing Performance
Measurement
Summary
Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources
Culture and Climate Considerations for High-Tech Companies
Facilitators of a Culture of Innovativeness
Top Management Attention Creative Destruction Managersrsquo;
Willingness to Cannibalize Product
Champions Skunk Works
Learning Orientation
Unlearning Expeditionary Marketing
Risk Tolerance
Compensation for Innovation
Obstacles to Obtaining a Culture of Innovativeness
Core Rigidities
The Innovatorrsquo;s Dilemma
Summary
Market Orientation and Cross-functional (Marketing/R&D) Interaction
What It Means To Be Market Oriented
The Effect of Market Orientation on Company Performance
Dimensions of a Market Orientation
Becoming Market Oriented: Facilitating Conditions
Cross-Functional Interaction: New Product Development
Teams and Marketing-R&D
Interaction Cross-Functional Teamwork in Product Development
R&D-Marketing Interaction
Summary
What it Takes to Become Customer Focused
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 Out
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Marketing of High-Technology Products and Innovations

Summary

Table of Contents

Supplemental Materials