|Titre :||Marketing of high-technology products and innovations|
|Auteurs :||Jakki J. Mohr ; Sanjit Sengupta ; Stanley F. Slater|
|Type de document :||ouvrage|
|Mention d'édition :||3rd ed.|
|Editeur :||Upper saddle river : Pearson, 2010|
|Format :||xxvi, 538 p. / ill. / 26 cm|
|Index. décimale :||151.57 (Innovation)|
[Management] GESTION DU MARKETING
[Management] RECHERCHE ET DEVELOPPEMENT
[Management] RECHERCHE ET DEVELOPPEMENT > INNOVATION
[Management] TECHNOLOGIE > HAUTE TECHNOLOGIE
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.
|00161000243311||151.57 MOH||Ouvrage||XL Library La Rochelle||Production-Logistique||Disponible|