Customer Reviews

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

5 star:		(6)
4 star:		(0)
3 star:		(3)
2 star:		(0)
1 star:		(0)

 

 

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

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.

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.

This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic.
As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.
I have the three editions, each one covers much more material than the previous one. It combines field experience with marketing theory. I particularly enjoy the "expert's views from the trenches, mini cases, and real-life examples.

This book still has some gems that are useful despite it being out so long. Espescially in terms of product management and marketing. ANother book that is more recent that goes really well with this book is "Value Acceleration" by Mitchell Gooze and Ralph Mroz. Value Acceleration: The Secrets to Building an Unbeatable Competitive Advantage

Es un bun texto para principiantes y expertos en la gestión tecnológica, combina los conceptos del mercadeo tradicional con las nuevas perspectivas necesarias para mercadear productos tecnológicos. Sin embargo, es débil en herramientas y metodologias que apliquen los conceptos y que puedan ser aplicadas en la empresa.

Forget the near-obsolete marketing courses you took to get your MBA, THIS book is a must read for anyone (like me) who got their MBA before the first tech bubble. Do yourself a favor and check it out.

I gave this book 5 stars.
I found the insight in this book to be quite helpful.
The concepts are solid and timeless, although some of the approaches were new to me.
The cases are still relevant and as up to date as a text book can be without publishing a new edition every 6 months.
I will not be selling this book back, access to this knowledge is worth more to me.

It has a very good approach about how to plan a marketing strategy in high tech enviroments.