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Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (Capstone Trade) [Paperback]

Geoffrey A. Moore
3.8 out of 5 stars  See all reviews (8 customer reviews)
RRP: 14.99
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Book Description

1 Jan 1998 Capstone Trade
Inside the Tornado teaches a startling lesson. As markets change, the very skills that you′ve just perfected become your biggest liabilities, and if you can′t put them aside to acquire new ones you′re in for tough times. This is a challenging lesson to apply but Geoffrey Moore uses inspiring examples from market–leading firms to illuminate every dimension of managing a market–focused business strategy. All industries which rely on technology – not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance,healthcare, aerospace, defence, utilities, pharmaceuticals, retail and pretty well every other type of industry – must learn to thrive Inside the Tornado.

Frequently Bought Together

Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge (Capstone Trade) + Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers + The Lean Startup: How Constant Innovation Creates Radically Successful Businesses
Price For All Three: 32.69

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Product details

  • Paperback: 256 pages
  • Publisher: Capstone; New Ed edition (1 Jan 1998)
  • Language: English
  • ISBN-10: 190096158X
  • ISBN-13: 978-1900961585
  • Product Dimensions: 22.8 x 15 x 2.2 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Bestsellers Rank: 1,091,023 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

Amazon Review

This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.

About the Author

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.

--This text refers to an alternate Paperback edition.

Inside This Book (Learn More)
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First Sentence
At the beginning of The Wizard of Oz, Dorothy and Toto are caught up inside a tornado, swept away from their mundane world of Kansas, and deposited into the marvelous land of Oz. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By A Customer
The concepts introduced by Moore can radically reduce marketing communciation costs by reducing inaproporate and un-timely marketing activities. He focuses on segementing the marketing in an additional dimension called 'Technology Adoption Life Cycle'. This is used to measures the degree of assimilation of a customer and readiness to adopt a new techncology. Moore suggests new ideas how this information can be used to turn customers from sceptics to supportive prospects. It becomes clear how appropriate and timely marketing communication stragtegies enable new products to cross the 'chasm' into the 'tornado'.
An excellent books which I have practically used and and demonstrated that the concepts can also be applied to technolgy service organisations as well as technology products.
Colin Robert Bacon (M.Sc. Cranfield, UK)
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6 of 7 people found the following review helpful
Geoffrey Moore's prescription for marketing types and company officers in high tech industry suffering from eCommerce/Internet complaint is TALC, the Technology Adoption Life Cycle (ha, was that supposed to be funny?). Originally written in the mid 90's so I've made allowances for the lack of empirical evidence for Geoffery's assertions which seem to based more on gut feel or instinct. TALC and the Inside the Tornado has too much intuition, read Hal and Varian's 'Information Rules' if you want to find out what is really going on. Unorganised, poorly edited and of little current relevance.
Over uses 'to be sure'.
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1 of 1 people found the following review helpful
5.0 out of 5 stars insightful marketing framework for an engineer 20 Aug 1999
By A Customer
I'm a systems engineer and found the framework developed in the book useful in understanding where different high-tech companies are in their respective product life-cycles. Perhaps, this is elementary knowledge for marketing folks.
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4.0 out of 5 stars Moore understands the economics of information 3 Dec 1996
By A Customer
Traditional economic models do not work when we apply them to
the value of information and knowledge. Information has value, but
only for a short time. There are no garage sales for information.
Moore uses his understanding of the economics of knowledge to illuminate the new business cycles
in technology industries.
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