Handbook of Business-to-Business Marketing
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Handbook of Business-to-Business Marketing

Edited by Gary L. Lilien and Rajdeep Grewal

This insightful Handbook provides a comprehensive state-of-the-art review of business-to-business marketing. It supplies an overview and pioneers new ideas relating to the activity of building mutually value-generating relationships between organizations – from businesses to government agencies to not-for-profit organizations – and the many individuals within them.
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Chapter 30: Toward a Theory of Technology Marketing: Review and Suggestions for Future Research

Jakki J. Mohr, Sanjit Sengupta and Stanley Slater


1 Jakki J. Mohr, Sanjit Sengupta and Stanley Slater Marketing of high-technology products appeared as a unique topical domain in the literature in the early to mid-1980s with the arrival of books and articles dedicated to the topic (Davidow 1986; Shanklin and Ryans 1984a). During these early stages, experts in the field of technology marketing debated whether marketing of high-technology products required different marketing practices than traditional goods and services (Moriarty and Kosnik 1987, 1989; Shanklin and Ryans 1984b). Although these experts agreed that marketing for technology-based products and innovations required adroit use of standard marketing strategies (including segmentation, targeting and positioning; customer relationship management; pricing; sales and distribution, to name just a few), they also acknowledged that because technology-based products are introduced into an environment characterized by rapid obsolescence, customer uncertainty, technological turbulence and competitive volatility, marketing was particularly important to the success of such products. Because of these differences in marketing strategy and because technology fields continue to expand in scope and importance to customers, the firms marketing them and society in general (Davidson and Leavy 2007; McKenna 2002), it is vital that marketing scholarship acknowledge and capture this domain in its theories and research. Research in the area of technology marketing tends to take one of three approaches. The first approach simply uses technology industries and/or high-tech companies as a context or setting to test standard marketing theories and hypotheses (e.g. Mohr et al. 1996). Some of these studies find that the context itself presents unique and...

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