Despite its increasing importance in today’s business environment, the marketing of high-technology products and services is not covered in many marketing curricula. The purposes of this article are to discuss some of the ways in which marketing must be modified in a high-tech environment, where market information can be hard to come by at best and potentially misleading at worst. This discussion offers insight into the possible content of a high-technology marketing course. In addition, this article identifies and evaluates possible ways to include high-tech marketing in the curriculum. Such information has value for educators as they make decisions about whether and how to revise their individual courses and overall curriculum to address high-technology marketing.
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