Marketing of High-Technology Products and Innovations

●Description
For upper-level undergraduate and graduate courses in High Tech Marketing and Innovation.
This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment.

●New To This Edition
1.New co-authors: Sanjit Sengupta, San Francisco State University, a specialist in executive education for high-tech companies and e-businesses; Stan Slater, Colorado State University, an expert in strategy and marketing orientation.
2.Focus on today's high-tech environment - Chapters have been re-focused on cutting-edge issues.
3.Chapter opening vignette - Each chapter now opens with a vignette that showcases a high-tech company and how it has grappled with issues covered in the coming chapter. Examples: Ch 11 GE's initiative to use the Internet to create a competitive advantage.
4.Current real world applications - Numerous company examples have been updated and added throughout. Examples: Ch12 Hewlett Packard's outreach and corporate social responsibility efforts in developing countries.