The purpose of this chapter is to provide an overview of the state-of-the-art in both research and practice in the field of technology marketing. First, this chapter discusses the domain of technology marketing and why the unique characteristics of this domain create unique marketing-related problems for theory and practice. A brief summary of the state-of-the-art in managerial practice in this field is provided. Third, the chapter presents an overview of the basic approaches to research in the area of technology marketing, addressing strengths and weaknesses of each approach. A key insight arising from our overview is that the time is ripe to coalesce the body of knowledge into a cogent theory of technology marketing. Toward this end, we offer suggestions for research to refine marketing theory in this complicated and fast-moving arena.