Marketing of High-Technology Products and Innovations - Couverture rigide

Cutting-edge treatment of the marketing of high-technology products and innovations

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.

More information about this text and its supporting resources is available at: www.prenhall.com/mohr

DR. JAKKI MOHR is the Ron and Judy Paige Faculty Fellow and an Associate Professor of Marketing at the University of Montana-Missoula. Prior to joining the University of Montana in the fall of 1997, Dr. Mohr was an assistant professor at the University of Colorado, Boulder (1989-1997), where she earned both the Frascona Teaching Excellence Award (1992) and the Susan Wright Research Award (1995). Before beginning her academic career, she worked in Silicon Valley in the advertising area for both Hewlett Packard's Personal Computer Group and TeleVideo Systems. She received her B.B.A. from Boise State University (1982), her M.S. in Marketing from Colorado State University (1984), and her Ph.D. in Marketing from the University of Wisconsin-Madison (1989).

Dr. Mohr's research has been published in numerous academic and industry publications.