Marketing of High-Technology Products and Innovations

Forget the near-obsolete marketing courses you took to get your MBA, THIS book is a must read for anyone (like me) who got their MBA before the first tech bubble. Do yourself a favor and check it out.

I gave this book 5 stars. I found the insight in this book to be quite helpful. The concepts are solid and timeless, although some of the approaches were new to me. The cases are still relevant and as up to date as a text book can be without publishing a new edition every 6 months. I will not be selling this book back, access to this knowledge is worth more to me.

This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic. As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.

What impressed me the most about this book is the right balance of theoretical discussions and practical examples. The idea of including "views from the trenches" is just way too good. This book helped me conceptualize all the experiences that I have gathered in the past five years in the high-tech industry. This is an excellent read for people who are exclusively focused on marketing (product marketing / product management, etc) or for people who are in other functions, but want to understand the basics of high-tech marketing

Mohr's text is a good overview of industry practice, mixed with theory on marketing and the diffusion of innovations. This text is a huge step forward for the discipline. As I see the field of electronic marketing evolving, I think we will see material about the Internet moving into mainstream marketing courses. What will remain in the specialized electronic marketing course is the intersection of marketing with the cutting edge of technology. Mohr's text makes me feel much better prepared for this evolution.