For undergraduate and graduate courses on marketing high-tech products. Provide your students with the vital information they need to successfully market high-tech products. Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service. The third edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices.   

Chapter 1 Introduction to World of High Technology Marketing
Chapter 2 Strategic Market Planning in High-Tech Firms
Chapter 3 Culture and Climate Considerations for High-Tech Companies
Chapter 4 Market Orientation and Cross-functional (Marketing/R&D) Interaction
Chapter 5 Partnerships/Alliances and Customer Relationship Marketing
Chapter 6 Marketing Research in High-Tech Markets
Chapter 7 Understanding High-Tech Customers
Chapter 8 TECHNOLOGY AND PRODUCT MANAGEMENT
Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets
Chapter 10 Pricing Considerations in High-Tech Markets
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