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| Introduction to World of High Technology Marketing | |
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| Strategic Market Planning in High-Tech Firms | |
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| Culture and Climate Considerations for High-Tech Companies | |
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| Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
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| Partnerships/Alliances and Customer Relationship Marketing | |
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| Marketing Research in High-Tech Markets | |
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| Understanding High-Tech Customers | |
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| Technology and Product Management | |
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| Distribution Channels and Supply Chain Management in High-Tech Markets | |
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| Pricing Considerations in High-Tech Markets | |
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| Marketing Communication Tools for High-Tech Markets | |
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| Strategic Considerations in Marketing Communications | |
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| End-of-Book Cases Is there more to Skype than hype? | |
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| The Future of TiVo? | |
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| Charting a New Course for Xerox: Strategic Marketing Planning | |
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| Environmental Systems Research Institute (ESRI) | |
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| Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? | |
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| Goomzee Mobile Marketing SELCO ndash; India: Lighting the Base of the Pyramid | |
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| Introduction to World of High Technology Marketing | |
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| The Lexicon of Marketing | |
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| Strategic | |
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| Functional | |
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| Tactical | |
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| Defining High Technology | |
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| Government-based Classifications | |
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| Common Characteristics of High-Tech Environments: Implications for Marketing Strategy | |
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| Types of Innovations | |
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| The Contingency Model for High-Tech Marketing | |
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| Framework for High-Technology Marketing Decisions | |
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| Summary | |
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| High Technology Industry Classification | |
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| Outline for a Marketing Plan | |
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| Strategic Market | |
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| Planning in High-Tech Firms | |
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| Competitive Advantage: The Objective of Marketing Strategy | |
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| Resources and Competencies | |
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| Tests of Competitive | |
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| Advantage for Value, Rareness, and Difficulty of Imitation | |
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| Key Strategy | |
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| Decisions Strategy | |
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| Types A Cautionary Note | |
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| Strategy Creation: Approaches and Structures | |
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| Marketing Performance | |
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| Measurement | |
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| Summary | |
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| Funding and Resource Considerations for Small High-tech Start-ups Funding a High-tech Start-up Other Resources | |
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| Culture and Climate Considerations for High-Tech Companies | |
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| Facilitators of a Culture of Innovativeness | |
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| Top Management Attention Creative Destruction Managersrsquo; | |
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| Willingness to Cannibalize Product | |
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| Champions Skunk Works | |
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| Learning Orientation | |
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| Unlearning Expeditionary Marketing | |
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| Risk Tolerance | |
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| Compensation for Innovation | |
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| Obstacles to Obtaining a Culture of Innovativeness | |
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| Core Rigidities | |
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| The Innovatorrsquo;s Dilemma | |
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| Summary | |
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| Market Orientation and Cross-functional (Marketing/R&D) Interaction | |
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| What It Means To Be Market Oriented | |
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| The Effect of Market Orientation on Company Performance | |
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| Dimensions of a Market Orientation | |
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| Becoming Market Oriented: Facilitating Conditions | |
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| Cross-Functional Interaction: New Product Development | |
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| Teams and Marketing-R&D | |
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| Interaction Cross-Functional Teamwork in Product Development | |
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| R&D-Marketing Interaction | |
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| Summary | |
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| What it Takes to Become Customer Focused | |
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| Partnerships/Alliances and Customer Relationship | |
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| Marketing Partnerships and Strategic Alliances | |
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| Types of Partnerships | |
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| Reasons for Partnering | |
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| Risks of Partnering | |
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| Factors Contributing to Partnership | |
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| Success Outsourcing: High Risks/High Opportunity | |
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| Vertical Partnerships | |
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| More Outsourcing Terminology | |
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| Reasons for Out | |
