Marketing of High-Technology Products and Innovations

<ul> <li>CHAPTER 1&nbsp;&nbsp; Introduction to World of High Technology Marketing </li> <li>CHAPTER 2&nbsp;&nbsp; Strategic Market Planning in High-Tech Firms </li> <li>CHAPTER 3&nbsp;&nbsp; Culture and Climate Considerations for High-Tech Companies </li> <li>CHAPTER 4&nbsp;&nbsp; Market Orientation and Cross-functional (Marketing/R&amp;D) Interaction </li> <li>CHAPTER 5&nbsp;&nbsp; Partnerships/Alliances and Customer Relationship Marketing </li> <li>CHAPTER 6 Marketing Research in High-Tech Markets </li> <li>CHAPTER 7&nbsp;&nbsp; Understanding High-Tech Customers </li> <li>CHAPTER 8&nbsp;&nbsp; TECHNOLOGY AND PRODUCT MANAGEMENT </li> <li>Chapter 9&nbsp; Distribution Channels and Supply Chain Management in High-Tech Markets </li> <li>CHAPTER 10&nbsp; Pricing Considerations in High-Tech Markets </li> <li>CHAPTER 11&nbsp;&nbsp; Marketing Communication Tools for High-Tech Markets </li> <li>CHAPTER 12&nbsp; Strategic Considerations in Marketing Communications </li> <li>CHAPTER 13 END-OF-BOOK CASES </li> <li>Is there more to Skype than hype? </li> <li>The Future of TiVo? </li> <li>Charting a New Course for Xerox:&nbsp; Strategic Marketing Planning </li> <li>Environmental Systems Research Institute (ESRI) </li> <li>Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? </li> <li>Goomzee Mobile Marketing </li> <li>SELCO – India: Lighting the Base of the Pyramid<br> </li> </ul>