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For undergraduate and graduate courses on marketing high-tech products.
Provide Your Students with the Vital Information They Need to Successfully Market High-tech Products
Marketing of High-Technology Products and Innovations is the only text on the market that focuses on the unique marketing challenges that surround high-tech products and service.
The Third Edition retains all the same concepts and materials of previous editions and includes comprehensive coverage of the latest academic research and leading-edge business practices.
- Sales Rank: #528595 in Books
- Published on: 2009-02-15
- Original language: English
- Number of items: 1
- Dimensions: 9.90" h x 1.30" w x 7.90" l, 2.60 pounds
- Binding: Hardcover
- 576 pages
Review
"The highlights and comments from business executives and other sources were especially insightful." — Ashok Gupta, Ohio State University
"Clearly the most effective academic book on the market for teaching marketing strategies that are unique to organizations that are substantially impacted by technology." — Jim Simpson, University of Alabama Huntsville
"Path breaking, practical, and up-to-date. Squarely aimed at the engineer-marketer in the trenches." — Edward E. Rigdon, Georgia State University
"Provides excellent examples and cases which illustrates concepts and theories in the text." — Raj Rakhra, University of Washington Business School
"A very good book with a tremendous depth of reference." — Dan Maher, ACT Venture Capital
From the Publisher
The past few years have seen significant challenges including soaring fuel and food costs, climate change, ongoing poverty and human needs in developing countries, and an unstable global political environment. Solving these pressing problems requires a multifaceted approach, with a key aspect being the development of new technologies. New and established high-tech companies alike are offering revolutionary solutions for transportation and efficient energy generation. Social entrepreneurs and businesses of all sizes are pioneering new products and business models, even for base-of-the-pyramid markets (comprised of individuals who have low disposable incomes). Driving companies' business strategies is an increasing focus on the triple bottom line of people, profits, and planet. While the challenges are certainly daunting, it is an exciting time to be in tech!
From the Author
A key contribution of the book are the Technology Expert’s "Views from the Trenches." High-tech marketing experts from Intel, IBM, Agilent, Foveon, Hewlett-Packard, and others, offer their insights about best-practices marketing in their companies.
Each chapter also features marketing implications for new technologies, such as RFID chips, nano-technology, Wi-Fi, and others.
Most helpful customer reviews
9 of 10 people found the following review helpful.
Well balanced book
By A Customer
What impressed me the most about this book is the right balance of theoretical discussions and practical examples. The idea of including "views from the trenches" is just way too good. This book helped me conceptualize all the experiences that I have gathered in the past five years in the high-tech industry. This is an excellent read for people who are exclusively focused on marketing (product marketing / product management, etc) or for people who are in other functions, but want to understand the basics of high-tech marketing
7 of 8 people found the following review helpful.
The best text on the marketing of high technology
By Edward E. Rigdon
Mohr's text is a good overview of industry practice, mixed with theory on marketing and the diffusion of innovations. This text is a huge step forward for the discipline. As I see the field of electronic marketing evolving, I think we will see material about the Internet moving into mainstream marketing courses. What will remain in the specialized electronic marketing course is the intersection of marketing with the cutting edge of technology. Mohr's text makes me feel much better prepared for this evolution.
3 of 3 people found the following review helpful.
Excellent! Your ONE reference of Marketing High Tech
By Garcia Moreira Rafael
This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic.
As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.
I have the three editions, each one covers much more material than the previous one. It combines field experience with marketing theory. I particularly enjoy the "expert's views from the trenches, mini cases, and real-life examples.
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