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Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers Paperback – 1 Aug 1998
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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 McKennaSee all Product description
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Top customer reviews
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.
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'
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.
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.
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I was aiming to establish a transitional/recovery strategy for a business that successful at tender stages, but...Read more