Marketing of High-Technology Products and Innovations (Paperback)

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.

NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to todays student.

* UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.
* NEW! Technology Solutions to Global Problems: These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.

Table of Contents
1. Introduction to World of High Technology Marketing
2. Strategic Market Planning in High-Tech Firms
3. Culture and Climate Considerations for High-Tech Companies
4. Market Orientation and Cross-functional (Marketing/R