THE BOOK

Chapter 1	Introduction to High Technology
Chapter 2	Strategy and Corporate Culture in High-Tech Firms
Chapter 3	Relationship Marketing: Partnerships and Alliances
Chapter 4	Market Orientation and R&D-Marketing Interaction in High-Technology Firms
Chapter 5	Marketing Research in High-Tech Markets
Chapter 6	Understanding High-Tech Customers
Chapter 7	Product Development and Management Issues in High-Tech Markets
Chapter 8	Distribution Channels and Supply Chain Management in High-Tech Markets
Chapter 9	Pricing Considerations in High-Tech Markets
Chapter 10	Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships
Chapter 11	E-Business, E-Commerce and the Internet
Chapter 12	Realizing the Promise of Technology: Societal, Ethical, and Regulatory Considerations