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.Partners who are committed to the relationship are less likely to take advantage of the other partner or to make decisions ... PERCEIVED FAIRNESS Especially in relationships between unequal partners (asymmetric dependence), the moreanbsp;...
|Title||:||Marketing of High-technology Products and Innovations|
|Author||:||Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater|
|Publisher||:||Pearson Prentice Hall - 2009-02|