Crossing the Chasm: Marketing and Selling Smart Products to Apprehensive Customers - Hardcover

Moore, Geoffrey A.

Hardcover

ISBN 10: 0887305199 ISBN 13: 9780887305191

Publisher: Harper Business, 1991

Synopsis

Examines marketing strategies for high-tech products and why they differ from those in other industries.

About this title

Review

Author Geoffrey Moore makes the case that high- tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.

Moore suggests remedies for the problems that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plough right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.

Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone. --David James

From the Back Cover

"Read this book or risk joining the others at the bottom of the high-technology abyss." Jim Kouzes, Co-author of The Leadership Challenge

"Crossing the Chasm should be the Bible for high-tech companies looking for direction with marketing and distribution challenges." Robert K. Weller, Senior Vice President, North American Business Group

"Geoff Moore's book is full of good medicine for bad marketing." ComputerLetter

"Crossing the Chasm... will change the way you think." Regis McKenna

Edition details

• Publisher: Harper Business
• Publication date: 1991
• ISBN 10: 0887305199
• ISBN 13: 9780887305191
• Binding: Hardcover
• Language: English
• Number of pages: 224