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Marketing of High-Technology Products and Innovations [Paperback]

Jakki J. Mohr (Author), Sanjit Sengupta (Author), Stanley Slater (Author)

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Product details

Paperback: 576 pages
Publisher: Pearson; 3 edition (30 Jan 2009)
Language English
ISBN-10: 013136491X
ISBN-13: 978-0131364912
Product Dimensions: 20.3 x 2 x 25 cm
Amazon Bestsellers Rank: 417,148 in Books (See Top 100 in Books)

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Product Description

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

--This text refers to an out of print or unavailable edition of this title.

Product Description

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.

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Inside This Book (Learn More)
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First Sentence
If high tech is permeating even basic industries, just what is high tech? Read the first page

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Amazon.com: 9 reviews

8 of 8 people found the following review helpful

Well balanced book 20 Nov 2002

By A Customer - Published on Amazon.com

Format:Hardcover

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 7 July 2001

By Edward E. Rigdon - Published on Amazon.com

Format:Hardcover

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.

2 of 2 people found the following review helpful

Not very helpful for marketing person 4 July 2011

By Boris - Published on Amazon.com

Format:Hardcover

Overall, in my view, this is interesting book to read but not if you already have experience in marketing and need to understand what makes marketing of high-technological products different vs traditional FMCG marketing. I have above 10 years of experience in FMCG marketing and did not really find any noticeably different strategies vs traditional FMCG marketing.

On the positive side, the examples / case studies re diff high tech products are interesting to read as well as interviews with industry experts and executives from different companies.

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