Marketing of high-technology products and innovations [printed text] / Jakki J. Mohr, Author . - Upper Saddle River, N.J. : Prentice Hall, 2001 . - xvii, 414 p. : ill (b & w) ; 25 cm.
ISBN : 978-0-13-013606-0
Using a systematic approach grounded in empirical research, this text provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology, biotechnology, and consumer electronics.

Keywords:	Marketing  Technology  Innovation  High-tech
Class number:	658.8
Abstract:	For undergraduate/graduate-level courses in Marketing of Technology, Innovation, Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing. Using a systematic approach grounded in relevant theories and empirical research, this text 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. 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.
Contents note:	Preface; 1. Introduction to High-Technology; 2. Strategy and Corporate Culture in High-Technology Firms; 3. Relationship Marketing: Partnerships and Alliances; 4. Market Orientation and R&D - Marketing Interaction in High-Technology Firms; 5. Marketing Research in High-Tech Markets; 6. Understanding High-Tech Customers; 7. Product Development and Management Issues in High-Tech Markets; 8. Distribution Channels and Supply Chain Management in High-Tech Markets; 9. Pricing Considerations in High-Tech Markets; 10. Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships; 11. E-Business and Internet Marketing; 12. Realizing the Promise of Technology Name Index; Subject Index.