Includes index.

Chapter 1 Introduction to the 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 Interaction.-- Chapter 5 Partnerships, Alliances, and Customer Relationships.-- Chapter 6 Marketing Research in High-Tec 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 for the Triple Bottom Line in High-Tech Companies.-- Chapter 13 Strategic Considerations in Marketing Communications.-- Chapter 14 Case: Is there more to Skype than hype?.-- Chapter 15 Case: Charting a new course for Xerox: Strategic Management Planning.-- Chapter 16 Case: Environmental Systems Research Institute.-- Chapter 17 Case: Vision of the future: Airbus 380 or Boeing 787 dreamliner?.-- Chapter 18 Case: Goomzee Mobile Marketing.-- Chapter 19 Case: SELCO-India: lighting the base of the pyramid.--

Using a systematic approach grounded in relevant theories and empirical research, this text provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts.

Young Adult.