Marketing of High-technology Products and Innovations

Marketing of High-technology Products and Innovations

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This title provides a thorugh overview of the issues high-tech marketers must address, and provides a balance between conceptual discussions and examples; small and big business; products and services; and consumer and business-to-business marketing contexts.GOVERNANCE MECHANISMS Manufacturers must use coordination mechanisms, or governance structures that specify the terms, conditions, systems , and processes to manage, guide, and monitor ongoing interactions between marketers and channel intermediaries. ... discounts for hot products if they also purchase the companya#39;s other products.28 Because the Nintendo Wii has had insufficient supplyanbsp;...

Title:Marketing of High-technology Products and Innovations
Author:Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater
Publisher:Pearson Prentice Hall - 2009-02


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