Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution by Geoffrey A. Moore  (3)
£7.25
|
The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado by Geoffrey A. Moore (3)
£16.24
|
The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail by Clayton M. Christensen  (42)
£13.29
|
Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant by W. Chan Kim (6)
£10.99
|
Diffusion of Innovations by Everett M. Rogers (4)
£24.50
|
This item is not eligible for Amazon Prime, but millions of other items are. Join Amazon Prime today. Already a member? Sign in.
|
|||||||||||||
Customers Who Bought This Item Also Bought
Product details
Would you like to update product info or give feedback on images?
|
See all 11 customer reviews...
Customers Viewing This Page May Be Interested in These Sponsored Links(What is this?) |
Book Geoffrey Moore
www.internationalspeakers.com
Consulting on Strategy & Transforma tion Challenges with Senior Execs
XING professional network
www.XING.com/search
Manage & expand your network with XING. Worldwide in 16 languages.
Product Description
Amazon.co.uk 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.
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 that can help businesses overcome these problems and 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 manner.
Synopsis
This work offers ideas for marketing new high-technology products. It suggests fresh marketing strategies to help with selling innovative new products so that the not untypical situation of new items being received well by the few but not by the public at large can be avoided.