• RRP: £14.28
  • You Save: £2.29 (16%)
FREE Delivery in the UK.
Only 10 left in stock (more on the way).
Dispatched from and sold by Amazon.
Gift-wrap available.
Quantity:1
Crossing the Chasm: Marke... has been added to your Basket
Condition: Used: Good
Comment: Book is in good condition and fulfilled by Amazon. Signs of previous use but spine it tight and book is clean. This book is eligible for Amazon Prime and Super Saver Shipping.
Have one to sell?
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Capstone Trade) Paperback – 1 Aug 1998


See all 3 formats and editions Hide other formats and editions
Amazon Price New from Used from
Paperback
"Please retry"
£11.99
£5.63 £0.01
£11.99 FREE Delivery in the UK. Only 10 left in stock (more on the way). Dispatched from and sold by Amazon. Gift-wrap available.

Frequently Bought Together

Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Capstone Trade) + Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets (Collins Business Essentials) + The Lean Startup: How Constant Innovation Creates Radically Successful Businesses
Price For All Three: £32.47

Buy the selected items together



Product details

  • Paperback: 238 pages
  • Publisher: Capstone; Rev Ed edition (1 Aug 1998)
  • Language: English
  • ISBN-10: 1841120634
  • ISBN-13: 978-1841120638
  • Product Dimensions: 16 x 1.5 x 23.2 cm
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Bestsellers Rank: 159,117 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Discover books, learn about writers, and more.

Product Description

Amazon 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

Customer Reviews

4.6 out of 5 stars
Share your thoughts with other customers

Most Helpful Customer Reviews

14 of 15 people found the following review helpful By Hari Rajapakshe on 9 Mar 2003
Format: Paperback
I am reading this for the second time, this time much faster thanks to the useful highlighting that I had made in my first reading. Having been through a software development career in several start-ups, and looking back on the not so positive two years of IT economic depression, I find Crossing the Chasm particularly intriguing: The basic idea for a technology company to position its marketing and selling strategy to the right target audience, and more crucially, at the right time, and producing the right perspective.
First of all, I find some of the ideas in the book frighteningly reminiscent of my past experience, especially failures in marketing and sales strategy that our teams have undergone; Although many factors that contribute to the success or failure of an enterprise can be specific and circumstantial, Crossing the Chasm provides a thorough analysis of the generalised scenario. I also find some of the ideas in this book apply equally well to semi-autonomous groups within large organisations, as much as individual organisations.
Highly recommend to anyone who is interested in the technology entrepreneurship, and to the one who want to consolidate the past experiences in to learning instruments for the future.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
21 of 23 people found the following review helpful By Jose Cansado (jmc01@ole.com) on 11 Dec 2001
Format: Paperback
In fact, not only for Hi-Tech... it is also applicable for any high-change industry
Implementing innovative high-tech solutions usually involves a significant change to customers. Mainly depending on the aversion to change/risk, customers can be classified from those willing to try the newest, to those most conservative that are the latest to adopt, if ever, a new solution.
Geoffrey Moore presents his particular view on the technology-adoption lifecycle model, introducing the 'chasm' concept. Based on this model, and using vivid examples, specially from the software industry, the book provides excellent advice on the strategy to success for hi-tech products.
Basic reading for the hi-tech enterpreneur, as well as for those willing to sell new disruptive concepts.
After this one, you will have to read 'Inside the Tornado'.. If you want to save further, add William Davidow's 'Marketing High-Technology'
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
3 of 3 people found the following review helpful By A Customer on 10 May 2000
Format: Paperback
This book was a revelation for me. I had failed to understand the reasons that prospects didn't appreciate the latest greatest technologies and bought from vendors of outdated systems (in my opinion) instead. Crossing the chasm explains different characteristics of people and what they buy and when they buy it and the reasons behind those compulsions. It also highlights how to break into the marketplace with new products in the most efficient way and how to structure your organisation to cope with demand. I have noticed that some big organisations demonstrate the techniques from this book in their promotional literature and web sites.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
2 of 2 people found the following review helpful By Bart De Pelsmaeker on 24 July 2009
Format: Paperback
This is a classic must-read for all people involved in product strategy for high-technology. Published in 1991 and updated in 1999, it introduced a very innovative way of how technology is adopted by different segments in the market. The book goes beyond theoretical models and really offers almost hands-on, very systematic approach on what the optimal steps are to market and sell your technology, and this depending on where your product is in the Technology Adoption Life Cycle.

If you haven't read it yet, don't hesitate any longer. Seriously. If you're short of time (hey - the book is only about 200 pages...) then I suggest you read the summary (free download, google it or check my blog for the link) from the nice people at Parker Hill Technology - but you will miss out on a great read by doing so.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By G. Lowther on 12 Jun 2009
Format: Paperback
This book was recommended to me - and rightly so.
I have read 'Crossing the Chasm' and its successor, 'Inside the Tornado'.
As a technologist, the world of marketing seemed even less tangible than software, but this book really opened my eyes by providing an almost algorithmic approach to the phases involved in getting our product (TriSys Recruitment Software) from the 'glint of an eye' into being a market leader and best of breed with thousands of real-world paying customers.
The 'technology adoption lifecycle', 'whole-product offering', and 'D-Day' are now IT industry standard terms defined by the author in this landmark book.
I thoroughly recommend this book to anyone thinking of, or running their own technology business.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By Ahmet Tekelioglu on 14 Jun 2012
Format: Paperback Verified Purchase
A valuable guide for startups and companies planning to introduce new products. It explains why a product that works for the first customer doesn't work for the others. It also explains the importance of niche markets.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Paperback
This serious, detailed book offers a nonconventional marketing approach for high-tech promoters and investors. Consultant Geoffrey Moore has thought long and hard about how to market new technology, so the book sometimes reads like an intriguing personal essay. He makes an elaborate case about different technology users, citing product examples to explain why each consumer matters at certain stages in product marketing. At times, his presentation get a little strained, such as when he tries to describe how consumer groups "reference" each other or how marketers must engage in "informed intuition." Moore devised his own explanations for the successes and failures of different high-tech marketing tactics, so your level of agreement depends on how much of his detailed theory fits your marketing concerns. We find substantial interest and value in this exploration of high-tech marketing.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

Most Recent Customer Reviews



Feedback