Strategic Marketing or Marketing of High Technology Products and Innovations

Strategic Marketing

Author: Cravens

Strategic Marketing 9/e by Cravens and Piercy is a text and casebook that discusses the concepts and processes for gaining the competitive advantage in the marketplace. The book is designed around the marketing strategy process with a clear emphasis on analysis, planning, and implementation. This new edition uses a decision-making process to examine the key concepts and issues involved in analyzing and selecting strategies. Marketing strategy is considered from a total business perspective as instructors want to examine marketing strategy beyond the traditional emphasis on marketing functions. The length and design of the book offer flexibility in the use of the text material and cases. New features and updated cases have made this text the most relevant text in the market today.

Go to: Nonprofit Essentials or 2010 Meltdown

Marketing of High-Technology Products and Innovations

Author: Jakki Mohr

Cutting-edge treatment of the marketing of high-technology products and innovations

High-tech products and services are introduced in turbulent, chaotic environments, where the odds of success are often difficult to ascertain at best, and stacked against success at worst. In this complicated environment, thriving in the high-tech marketplace requires a mastery of a diverse set of skills and capabilities.

This book is designed to provide frameworks for systematic decision making about marketing in high-tech environments. In doing so, it offers insights about how marketing tools and techniques must be adapted and modified for high-technology products and services. It highlights possible pitfalls, mitigating factors, and the "how-to's" of successful high-tech marketing.

More information about this text and its supporting resources is available at:

Table of Contents:

Ch. 1	Introduction to high technology	1
Ch. 2	Strategy and corporate culture in high-tech firms	39
Ch. 3	Relationship marketing : partnerships and alliances	82
Ch. 4	Market orientation and R&D - marketing interaction in high-technology firms	108
Ch. 5	Marketing research in high-tech markets	131
Ch. 6	Understanding high-tech customers	168
Ch. 7	Product development and management issues in high-tech markets	200
Ch. 8	Distribution channels and supply chain management in high-tech markets	252
Ch. 9	Pricing considerations in high-tech markets	287
Ch. 10	Advertising and promotion in high-tech markets : tools to build and maintain customer relationships	313
Ch. 11	E-business, e-commerce, and the Internet	362
Ch. 12	Realizing the promise of technology : societal, ethical, and regulatory considerations	396