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Author:   Jakki Mohr ,  Sanjit Sengupta ,  Stanley Slater
Publisher:   Pearson Education (US)
Imprint:   Pearson
Edition:   3rd edition
Dimensions:   Width: 20.30cm , Height: 2.80cm , Length: 25.30cm
Weight:   1.120kg
ISBN:  

9780136049968

ISBN 10:   0136049966
Pages:   576
Publication Date:   12 March 2009
Audience:   College/higher education ,  Tertiary & Higher Education
Replaced By:   9781292040332
Format:   Paperback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

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 CHAPTER 11  Marketing Communication Tools for High-Tech Markets CHAPTER 12  Strategic Considerations in Marketing Communications CHAPTER 13  Strategic Considerations for the Triple Bottom Line in High-Tech Companies 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 – India: Lighting the Base of the Pyramid Detailed TOC CHAPTER 1   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 APPENDIX A High Technology Industry Classification APPENDIX B  Outline for a Marketing Plan   CHAPTER 2   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 Appendix   Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources   CHAPTER 3   Culture and Climate Considerations for High-Tech Companies Facilitators of a Culture of Innovativeness Top Management Attention Creative Destruction Managers’ 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 Innovator’s Dilemma Summary   CHAPTER 4   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 Appendix:  What it Takes to Become Customer Focused   CHAPTER 5   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   &n

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