Marketing of High-technology Products and Innovations

Published

2005

Publisher

Pearson Education International

ISBN-13

9780131230231

ISBN-10

0131230239

Pages

450

Language

English

"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."--Jacket.