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

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

Couverture souple

ISBN 10 : 013136491X ISBN 13 : 9780131364912

Editeur : Pearson, 2009

Synopsis

For undergraduate and graduate courses on marketing high-tech products

 

Provide your students with the vital information they need to successfully market high-tech products. 

 

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. 

A propos du livre

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

Biographie de l'auteur

DR. JAKKI MOHR is the Ron and Judy Paige Faculty Fellow and an Associate 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. She received her B.B.A. from Boise State University (1982), her M.S. in Marketing from Colorado State University (1984), and her Ph.D. in Marketing from the University of Wisconsin-Madison (1989).

Dr. Mohr's research has been published in numerous academic and industry publications.

Détails de l'édition

• Éditeur: Pearson
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 013136491X
• ISBN 13: 9780131364912
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie