CHAPTER 1   Introduction to World of High Technology Marketing CHAPTER 2   Strategic Market Planning in High-Tech Firms CHAPTER 3   Culture and Climate Considerations for High-Tech Companies CHAPTER 4   Market Orientation and Cross-functional (Marketing/R&D) Interaction CHAPTER 5   Partnerships/Alliances and Customer Relationship Marketing CHAPTER 6 Marketing Research in High-Tech Markets CHAPTER 7   Understanding High-Tech Customers CHAPTER 8   TECHNOLOGY AND PRODUCT MANAGEMENT Chapter 9  Distribution Channels and Supply Chain Management in High-Tech Markets CHAPTER 10  Pricing Considerations in High-Tech Markets CHAPTER 11   Marketing Communication Tools for High-Tech Markets CHAPTER 12  Strategic Considerations in Marketing Communications CHAPTER 13 END-OF-BOOK CASES Is there more to Skype than hype? The Future of TiVo? Charting a New Course for Xerox:  Strategic Marketing Planning Environmental Systems Research Institute (ESRI) Vision of the Future: Airbus 380 or Boeing 787 Dreamliner? Goomzee Mobile Marketing SELCO – India: Lighting the Base of the Pyramid