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The Third Edition is Here

The past few years have seen significant challenges including soaring fuel and food
costs, climate change, ongoing poverty and human needs in developing countries, and an unstable global political environment. Solving these pressing problems requires a multifaceted approach, with a key aspect being the development of new technologies. New and established high-tech companies alike are offering revolutionary solutions for transportation and efficient energy generation. Social entrepreneurs and businesses of all sizes are pioneering new products and business models, even for base-of-the-pyramid markets (comprised of individuals who have low disposable incomes). Driving companies’ business strategies is an increasing focus on the triple bottom line of people, profits, and planet. While the challenges are certainly daunting, it is an exciting time to be in tech!

This book focuses on the unique characteristics of the high-tech environment and the marketing challenges those characteristics pose. Readers will learn best-practices high-technology marketing-adaptations to standard marketing practices for success in high-tech markets. Filled with decision frameworks and strategies that reflect cutting-edge research and practice, this book includes a plethora of global examples and applications.


The book will prove useful in a variety of settings, including:

• Upper-level undergraduate and graduate courses on the marketing of high-tech products and innovations
• Technology institutes, engineering management programs, biotechnology centers, and/or telecommunications programs
• Executive education courses
• Management teams in high-tech firms
• Training programs in high-tech firms
• Technology incubators

Here is what’s new in 3e:

Special Features
Featured Companies
Chapter Updates

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