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Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All...
Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All these factors stack the odds against success in high-tech marketing. This book provides frameworks for systematic decision making about marketing in such technology-intensive environments. It offers insights about how marketing tools and techniques must be adapted and modified for marketing high technology products and innovations, highlighting possible pitfalls, mitigating factors, and the "how-to’s" of successful high tech marketing. The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management issues, intellectual property considerations, distribution channels and supply chain management, pricing considerations, advertising and promotion, branding high-tech products, preannouncing high-tech products, high-technology marketing and the Internet, corporate social responsibility, resolving ethical dilemmas in the high-tech arena. The book covers a wide range of technologies and industries, including telecommunications, information technology (hardware and software), biotechnology, nanotechnology, and consumer electronics.
WHAT'S BONUS TIME?
Normally, new semester rental orders are exactly 125 days.
With “Bonus Time” you can order early and get a FREE extension until 12/19*.
It’s our little way of rewarding you early renters for planning ahead.
But do hurry. The “Bonus Time” offer runs out on 8/8 (11PM PST).
* It can take up to 24 hours for the extension to appear in your account after you receive your textbooks.
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