Marketing of High-Technology Products and Innovations (Маркетинг высокотехнологичных продуктов и инноваций)
Опубликовано на портале: 25-11-2003
Изд-во:
Prentice-Hall, 2001, 414 с.
Тематические разделы:
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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.
Рекомендуется для использования в базовых и продвинутых курсах по маркетингу технологий и инноваций, маркетинг менеджменту, промышленному маркетингу, разработки новых продуктов, Е-коммерции и интернет-маркетинга. Используя систематизированный подход, построенный на использовании соответствующих теорий и эмпирических исследований, книга предоставляет структуру принятия маркетинговых решений в высокотехнологичной среде. Автор соблюдает баланс между концепциями и реальными примерами, малым и крупным бизнесом, товарами и услугами, потребительским и промышленным маркетингом. |
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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&DMarketing Interaction in High-Technology Firms.
5. Marketing Research Tools 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
2. Strategy and Corporate Culture in High-Technology Firms.
3. Relationship Marketing: Partnerships and Alliances.
4. Market Orientation and R&DMarketing Interaction in High-Technology Firms.
5. Marketing Research Tools 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
Ключевые слова
industrial marketing marketing маркетинг технологий промышленный маркетинг рынок высокотехнологичной продукции
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