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


 

NEW! End-of-book Cases: The cases that have encouraged hands-on experience and in-depth analysis in previous editions have been replaced by current cases that better relate to today's student. Facilitate critical thinking skills in your classroom with cases on:


•    Skype


•    TiVo


•    Xerox


•    ESRI (GIS software)


•    Boeing and Airbus


•    Goomzee


•    SELCO

UPDATED! In-depth Opening Vignettes: Each chapter begins with an opening vignette that highlights a particular company and how it has grappled with the issues in the coming chapter. In this edition the opening vignettes have not only been updated with current material but also delve deeper into the issues at hand providing students with greater insight.

NEW! "Technology Solutions to Global Problems": These boxes feature real, cutting-edge companies, products/technologies, and business models that solve emerging problems such as the energy crisis or global warming.

NEW! Video: Supplementary videos are available to aid students in understanding the material.