Marketing of High-Technology Products and Innovations: International Edition - Couverture souple

Mohr, Jakki J; Sengupta, Sanjit; Slater, Stanley

Couverture souple

ISBN 10 : 0131230239 ISBN 13 : 9780131230231

Editeur : Pearson, 2003

A propos du livre

Biographie de l'auteur :

Jakki Mohr (Ph.D. 1989, University of Wisconsin, Madison) is the Ron and Judy Paige Faculty Fellow and Professor of Marketing at the University of Montana-Missoula. Prior to joining the University of Montana in the fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder (1989-1997), where she earned both the Frascona Teaching Excellence Award (1992) and the Susan Wright Research Award (1995). Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett-Packard's Personal Computer Group and TeleVideo Systems. Dr. Mohr's research has won awards and been published in the Journal of Marketing, the Strategic Management Journal, the Journal of Marketing and Public Policy, the Journal of Retailing, the Journal of High Technology Management Research, Marketing Management, and Computer Reseller News. Her interests lie primarily in the area of marketing of high-technology products and services, including a broad range of technologies, including but not limited to the Internet and e-commerce. She teaches courses in the Marketing of High-Technology Products and Services, Business-to-Business Marketing, Electronic Commerce and Internet Marketing, and Marketing Management.

Sanjit Sengupta (Ph.D. 1990, University of California, Berkeley) is Professor and Chair of the Marketing Department at San Francisco State University. He teaches courses in Strategic Marketing, Business-to-Business Marketing, and e-Business Marketing Strategy. Prior to joining San Francisco State in the fall of 1996, Dr. Sengupta was an assistant professor at the University of Maryland, College Park, where he received two teaching awards. He has taught in many executive development programs in the United States, Finland, and South Korea. His research interests include new product development and technological innovation, strategic alliances, sales management, and international marketing. His research has won awards and been published in many journals including Academy of Management Journal, Journal of Marketing, and Journal of Product Innovation Management. Prior to his academic career, Dr. Sengupta worked in sales and marketing for Hindustan Computers Limited and CMC Limited in Bombay, India.

Stanley Slater (Ph.D. 1988, University of Washington) is a Professor of Marketing at Colorado State University. From 1996 to 2002, he was a Professor and the Director of the Business Administration Program at the University of Washington's Bothell Campus where he was instrumental in launching an MBA Program designed specifically for professionals in technology-oriented businesses. Dr. Slater's major research interests are in the areas of the role of a market orientation in organizational success and marketing's role in business strategy implementation. He has published more than forty articles on these and other topics in the Journal of Marketing, the Journal of the Academy of Marketing Science, the Journal of Product Innovation Management, the Strategic Management Journal, and the Academy of Management Journal, among others. He has won "Best Paper" awards from the International Marketing Review and the Marketing Science Institute. Dr. Slater serves on the editorial review boards of the Journal of Marketing, Industrial Marketing Management, and Business Horizons. Prior to his academic career, he held professional and managerial positions with IBM and with the Adolph Coors Company. Dr. Slater has consulted with units of Hewlett-Packard, Johns-Manville, Monsanto, United Technologies, Cigna Insurance, Qwest, Philips Electronics, and Weyerhaeuser.

Quatrième de couverture :

Cutting-edge treatment of the marketing of high-technology products and innovations

High-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/mohr

À propos de cette édition

• Éditeur: Pearson
• Date d'édition: 2003
• ISBN 10: 0131230239
• ISBN 13: 9780131230231
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 480