Strategic marketing for high technology products : an integrated approach /

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Fotiadis, Thomas (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: London : Routledge, 2018.
Colección:Routledge studies in innovation, organization and technology.
Temas:
Marketing.
Marketing research.
Technological innovations > Management.
Strategic planning.
Technology.
Marketing
Technology
Marketing > Recherche.
Innovations > Gestion.
Planification stratégique.
Technologie.
marketing.
TECHNOLOGY & ENGINEERING > Engineering (General)
TECHNOLOGY & ENGINEERING > Reference.
Marketing research
Strategic planning
Technological innovations > Management
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Cover; Title; Copyright; Dedication; Contents; List of illustrations; Acknowledgments; 1 The environment; 1.1 High Technology: definitions, characteristics, environment, importance; 1.2 Definitions of High Technology by (inter)national organizations and its delimitation vis-à-vis its distinguishing features; 1.3 The "chasm"; 1.4 The significance of High Technology; 2 Business culture and High Tech enterprises; 2.1 Strategic concerns and approaches; 2.2 Culture of innovation in High Tech enterprises; 2.3 Composition of strategic-culture approaches; 3 Integration
  • 3.1 The role of marketing in High Tech enterprises and the importance of integration3.2 Presentation
  • analysis of integration models; 4 The model; 4.1 Variables of the framework; 4.2 Adopted viewpoint of communication- collaboration-integration; 4.3 The goals for the proposed framework; 4.4 Proposed framework; 4.5 Contribution of the proposed theoretical framework; Bibliography; Index

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