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Synopsis
In Crossing the Chasm, Geoffrey Moore, the world′s leading high–tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high–tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book. This new edition has been updated to include comprehensive coverage of the Internet and World Wide Web.
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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
"About this title" may belong to another edition of this title.
- PublisherCapstone
- Publication date1998
- ISBN 10 1841120006
- ISBN 13 9781841120003
- BindingPaperback
- LanguageEnglish
- Number of pages223
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Crossing the Chasm
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Paperback. Condition: Very Good. Crossing the Chasm This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9781841120003
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Crossing the Chasm
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Paperback. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9781841120003
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Crossing the Chasm
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Capstone Publishing Ltd, 1998
ISBN 10: 1841120006
ISBN 13: 9781841120003
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Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers
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Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers
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Paperback. Condition: Good. The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine. Seller Inventory # GOR002913787
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