Marketing of High-Technology Products and Innovations
By Jakki Mohr.
Description
This book provides a systematic approach which is grounded in relevant theories and empirical research. Marketing of Technology and Innovation 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. Marketing of Technology and Innovation prov...
ISBN(s)
0130136069, 9780130136060
