186832

9780131411685

Marketing Of High-technology Products And Innovations
Marketing Of High-technology Products And Innovations
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  • ISBN-13: 9780131411685
  • ISBN: 0131411683
  • Edition: 2
  • Publication Date: 2004
  • Publisher: Prentice Hall

AUTHOR

Mohr, Jakki, Sengupta, Sanjit, Slater, Stanley

SUMMARY

Cutting-edge treatment of the marketing of high-technology products and innovationsHigh-tech products and services are introduced in turbulent, chaotic environments, where the odds of success are often difficult to ascertain at best, and stacked against success at worst. In this complicated environment, thriving in the high-tech marketplace requires a mastery of a diverse set of skills and capabilities. This book is designed to provide frameworks for systematic decision making about marketing in high-tech environments. In doing so, it offers insights about how marketing tools and techniques must be adapted and modified for high-technology products and services. It highlights possible pitfalls, mitigating factors, and the "how-to's" of successful high-tech marketing. More information about this text and its supporting resources is available at: www.prenhall.com/mohrMohr, Jakki is the author of 'Marketing Of High-technology Products And Innovations', published 2004 under ISBN 9780131411685 and ISBN 0131411683.

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