Marketing of High-Technology Products and Innovations (2nd Edition) [Hardcover]

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

Book Description

Publication Date: July 10, 2004 | ISBN-10: 0131411683 | ISBN-13: 978-0131411685 | Edition: 2

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. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Management, Business-to-Business Marketing and New Products.

Editorial Reviews

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

From the Publisher

Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.

Useful in college curricula, technology institutes, engineering management programs, bio-technology centers, and/or telecommunications programs, executive education courses, training programs in high-tech firms, and technology incubators.

See all Editorial Reviews

Product Details

• Hardcover: 480 pages
• Publisher: Prentice Hall; 2 edition (July 10, 2004)
• Language: English
• ISBN-10: 0131411683
• ISBN-13: 978-0131411685
• Product Dimensions: 9.5 x 7.2 x 0.8 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.3 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #247,442 in Books (See Top 100 in Books)
  • #73 in Books > Business & Investing > Marketing & Sales > Marketing > Product Management

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Customer Reviews

Most Helpful Customer Reviews

8 of 8 people found the following review helpful:

5.0 out of 5 stars Well balanced book, November 20, 2002

By A Customer

This review is from: Marketing of High-Technology Products and Innovations (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:

5.0 out of 5 stars The best text on the marketing of high technology, July 7, 2001

By 

Edward E. Rigdon (Atlanta, GA USA) - See all my reviews
(REAL NAME)   

This review is from: Marketing of High-Technology Products and Innovations (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:

3.0 out of 5 stars Not very helpful for marketing person, July 4, 2011

By 

Boris - See all my reviews

This review is from: Marketing of High-Technology Products and Innovations (3rd Edition) (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.