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BOOK OVERVIEW

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 (Marketing–R&D) Interaction

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

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 Strategic Considerations for the Triple Bottom Line in High-Tech Companies


End-of-Book MINI-CASES

Is There More to Skype Than Hype?
A Web-based software company offering Voice-over-Internet Protocol (VoIP) services

The Future of TiVo?
Digital video recorder hardware combined with superior software functionality, advertising services, online and retail distribution

Charting a New Course for Xerox: Strategic Marketing Planning
Information technology/hardware

Environmental Systems Research Institute (ESRI)
A software provider for geographic information systems (GIS)

Vision of the Future: Airbus 380 or Boeing 787 Dreamliner?
Transportation/aeronautics

Goomzee Mobile Marketing
A mobile marketing technology company offering text message marketing services to real estate professionals

SELCO–India: Lighting the Base of the Pyramid 513
A solar home systems provider in India with a unique business/distribution model

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