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Marketing Of High Technology Products And Innovations 3rd Edition Mohr Test Bank

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Marketing Of High Technology Products And Innovations 3rd Edition Mohr Test Bank.

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This is completed downloadable of Marketing Of High Technology Products And Innovations 3rd Edition Mohr Test Bank

Product Details:

ISBN-10 ‏ : ‎ 0136049966
ISBN-13 ‏ : ‎ 978-0136049968
Author: Jakki Mohr (Author), Sanjit Sengupta (Author), Stanley Slater (Author)

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.

Table of Content:

CHAPTER 1 Introduction to the World of High-Technology Marketing
Appendix 1.A: High-Technology Industry Classifications
Appendix 1.B: Outline for a Marketing Plan
CHAPTER 2 Strategic Market Planning in High-Tech Firms
Appendix 2.A: Funding and Resource Considerations for Small High-Tech Start-Ups
CHAPTER 3 Culture and Climate Considerations for High-Tech Companies
CHAPTER 4 Market Orientation and Cross-Functional (Marketing–R&D) Interaction
Appendix 4.A: What Does It Take to Become Customer Focused and Market Oriented?
CHAPTER 5 Partnerships, Alliances, and Customer Relationships
CHAPTER 6 Marketing Research in High-Tech Markets
CHAPTER 7 Understanding High-Tech Customers
CHAPTER 8 Technology and Product Management
Appendix 8.A: Details on the Patenting Process
Chapter 9 Distribution Channels and Supply Chain Management in High-Tech Markets
CHAPTER 10 Pricing Considerations in High-Tech Markets
CHAPTER 11 Marketing Communication Tools for High-Tech Markets
Appendix 11.A: Web Analytics: Monitoring the Traffic at a Website
Chapter 12 Strategic Considerations in Marketing Communications
Chapter 13 Strategic Considerations for the Triple Bottom Line in High-Tech Companies
Appendix 13.A : Application of a Framework to Address Ethical Controversies: Merck, Ivermectin, and
Author Index
Subject Index