Marketing of High-Technology Products and Innovations (2nd Edition)

Marketing high-technology products and innovations is not the same as marketing more traditional products and services. High-technology products and services are introduced in turbulent, chaotic environments. Customers experience fear, uncertainty, and doubt; the competitive environment is highly volatile; the velocity of change is hard to predict. All these factors stack the odds against success in high-tech marketing. This book provides frameworks for systematic decision making about marketing in such technology-intensive environments. It offers insights about how marketing tools and techniques must be adapted and modified for marketing high technology products and innovations, highlighting possible pitfalls, mitigating factors, and the “how-to’s” of successful high tech marketing.

The book covers strategy, innovation, and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools such as empathic design and lead users, understanding customers and crossing the chasm, partnerships and alliances, customer relationship management, product development and management issues, intellectual property considerations, distribution channels and supply chain management, pricing considerations, advertising and promotion, branding high-tech products, preannouncing high-tech products, high-technology marketing and the Internet, corporate social responsibility, resolving ethical dilemmas in the high-tech arena.

The book covers a wide range of technologies and industries, including telecommunications, information technology (hardware and software), biotechnology, nanotechnology, and consumer electronics.
Customer Review: Insightful Book
This book still has some gems that are useful despite it being out so long. Espescially in terms of product management and marketing. ANother book that is more recent that goes really well with this book is “Value Acceleration” by Mitchell Gooze and Ralph Mroz. Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage
Customer Review: Excellent! Your ONE reference of Marketing High Tech
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. “BUY NOW”

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