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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 (Paperback)
by Geoffrey A. Moore (Author)
4.9 out of 5 stars  (11 customer reviews)
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Product details
  • Paperback: 222 pages
  • Publisher: Capstone; Rev Ed edition (1 Aug 1998)
  • Language English
  • ISBN-10: 1841120634
  • ISBN-13: 978-1841120638
  • Product Dimensions: 23 x 15.4 x 2 cm
  • Average Customer Review: 4.9 out of 5 stars  (11 customer reviews)
  • Amazon.co.uk Sales Rank: 48,278 in Books (See Bestsellers in Books)
    (Publishers and authors: Improve Your Sales)
  • Other Editions: Hardcover  |  Paperback (Import) |  All Editions

  • See Complete Table of Contents

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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.

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

Product Description
In Crossing the Chasm, Geoffrey Moore, the worlds leading hightech and communications guru, throws out old marketing ideas to