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Toward a Theory of Technology Marketing: Review and Suggestions For Future Research - Abstract


Jakki J. Mohr (, University of Montana
Sanjit Sengupta (, San Francisco State University
Stanley Slater (, Colorado State University


Marketing of high-technology products as a sub-specialty in the marketing area appeared in the early-to-mid 1980s with the arrival of a few books and articles dedicated to the topic. The early focus was on how marketing could be used to enhance the success rates of products introduced into an environment characterized by significant high rates of obsolescence, customer uncertainty, technological turbulence, competitive volatility, and a rapid velocity of change. The field continued to attract additional development, and by the late 1990s, developments in the field of marketing of technology and innovation have resulted in a vibrant body of knowledge. This chapter will review the research in the area of technology marketing to identify approaches used and key insights to date, as well as to identify opportunities for additional research in the area.

    The Handbook of Business-to-Business Marketing

    This chapter is part of the ISBM Handbook of Business-to-Business Marketing, edited by Professors Gary Lilien and Raj Grewal. The Handbook of Business-to-Business Marketing is available from Edward Elgar Publishing and other online book retailers.

    As the authors retain the copyright to their chapters, only they have the right to use or distribute their chapter. If you would like a copy of this chapter, please contact the author or authors directly through their emails included above.

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