This thoroughly updated text presents a balance between theoretical discussions and practical examples and provides a framework for making marketing decisions in a high-tech environment. Ideal for undergraduate/graduate elective courses in Marketing of High-Tech Products, as well as 'technology centric' courses in Marketing Managemement, Business-to-Business Marketing and New Products ÍNDICE 1: Introduction to High Technology 2: Strategy and Corporate Culture in High-Tech Firms 3: Relationship Marketing: Partners and Alliances 4: Marketing Orientation and R and D Marketing Interaction in High-Tech Firms. 5: Marketing Research in High-Tech Markets 6: Understanding High-Tech Customers 7: Product Development and Management Issues in High Tech Markets 8: Distribution Channels and Supply Chain Management in High-Tech Markets 9: Pricing Considerations in High-Tech Markets 10: Advertising and Promotion in High-Tech Markets: Tools to Build and Maintain Customer Relationships 11: E-Business, E-Commerce and the Internet 12: Realizing the Promise of Technology