TY  - BOOK
AU  - Mohr, Jakki
AU  - Sengupta, Sanjit
TI  - Marketing of High-Technology Products and Innovations
SN  -  9789332536623
U1  - 658.8 
PY  - 2025///
CY  - Noida
PB  - Pearson Education India
KW  - Communication & Management
N1  - CHAPTER 1   Introduction to World of High Technology Marketing


CHAPTER 2   Strategic Market Planning in High-Tech Firms


CHAPTER 3   Culture and Climate Considerations for High-Tech Companies


CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) Interaction


CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing


CHAPTER 6 Marketing Research in High-Tech Markets


CHAPTER 7   Understanding High-Tech Customers


CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENT


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


CHAPTER 12  Strategic Considerations in Marketing Communications


CHAPTER 13


END-OF-BOOK CASES



ER  -