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Customer reviews

3.9 out of 5 stars
9
3.9 out of 5 stars


on 12 November 1999
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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on 29 January 2002
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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on 20 August 1999
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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on 22 February 2017
Great book. The contents will be useless to 99.9% of businesses..i.e. if your business is the tornado then your a billionaire before you have to worry about the stuff in the book and if your business is being taken over by a tornado you wont be able to do anything about it anyway.your out of a job!!..nice...
I really have gotten a new interest in tech from reading this book. Moore is a great read...his videos on youtube are a must as well to get a feel for how he actually sounds to enjoy the book even more.
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on 3 December 1996
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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on 15 March 2009
I am currently doing my dissertation on implementing VLEs into HE, and have found this book as well as 'crossing the chasm' invaluable. Easy to read and find points of reference as well as making a lot of sense.
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on 23 June 2013
I copy here the review I have written for "Crossing the chasm" by the same author, as this is precisely the same case. Namely:one star rating is not a reflection of true value of the book. On the contrary, I put it here just to serve as a red light warning sending a signal: this book is written with B2B and B2B only environment in mind. There might be some analogies but very distant and even Moore at some point admits one should be cautious with extending the reasoning behind the book onto B2C markets. So if you are intending to read the book from the practical business point of view, and professionally you are dealing with mass market environment (mass processes, high volumes, low prices, dispersed distribution etc) consider other books. Having said that, it was an interesting read, probably one of the best to introduce a reader to Technology Adoption Curve concept in a concise way. So it's far away from waste of time, it's just a pity there is no analogy for B2C market.
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on 9 September 1998
SIMPLE. ELEGANT. COMPELLING. ENGAGING. OBVIOUS AND A MARVEL. TELLS YOU ALL YOU ALREADY FEEL YOU KNOW AND TELLS YOU ALL YOU SHOULD KNOW. BRILLIANT. HIS NEXT BOOK SHOULD COVER THE HIGH-TECH SERVICE INDUSTRY.
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on 10 July 1999
1..Gives you concise live examples of how to apply successfully strategies to ensure one acheives success in the chosen market. 2..Clarifies thoughts and directs the order in which one should set key strategies.
Although this book is about scillicon valley, the theory applies to all businesses.
I HAVE NOT FINISHED IT YET. It has already helped in organising and setting my vision for my new company WEBLAB LTD (Soon to be Launced) BUT HAVE HAD RECOMMENDATIONS FROM VERY SUCCESSFUL COMPANIES TO READ AND USE AS A BIBLE.
A MUST FOR ALL NEW ENTREPRENEURS
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