|
Crossing the Chasm | 
 enlarge | Author: Geoffrey A. Moore
Publisher: Collins Business
Category: Book
List Price: $17.95
Buy Used: $6.54
You Save: $11.41 (64%)
New (32) Used (35) Collectible (1) from $6.54
Avg. Customer Rating:  94 reviews
Sales Rank: 2232
Media: Paperback
Edition: Revised
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 0.5
Dimensions (in): 8 x 5.4 x 0.6
ISBN: 0060517123
Dewey Decimal Number: 658.8
EAN: 9780060517120
ASIN: 0060517123
Publication Date: August 2002
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Reading copy only; good for class only! Some pages have water-warping. We ship fast!
|
| Also Available In:
|
| Similar Items:
|
| Editorial Reviews:
Amazon.com
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 problem 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 plow 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.
Product Description
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
|
| Customer Reviews: Read 89 more reviews...
 Worth reading June 13, 2008
0 out of 1 found this review helpful
Nutshell review - A good concept, insight, idea and explained well. As is often the case though, it could have been written in far fewer pages (but where's the margin in that?).
Surprisingly Real April 28, 2008
It is amazing how this book describes, through real examples, they key role that the marketing plays in the massive adoption of a technology. Although most of the ideas should be known by most of the technological marketing people, this book must be a reference for newcomers.
 Crossing the Chasm December 18, 2007
I've bought copies of Crossing the Chasm for two customers and one associate. I guess that means I'm impressed.
Few books, IMHO, can have a profound "life altering" effect on a business. E-Myth Revisited was one. This is another. It provides a very well thought out and persuasive strategy for transitioning a high-tech product from a geek market into the mainstream.
A must read if you have a highly advanced product and are struggling to get traction in the market place.
How companies "grow up" November 4, 2007
2 out of 2 found this review helpful
Having already read the sequel, Inside the Tornado, I wondered whether this book had essentially been summarized in that one. While the basic premise of the technology adoption lifecycle is common to both books, this book, as the name implies, gives much more focus and detail to the stage of "crossing the chasm". This translates to the time between the first few big sales (from innovators) and the point where there are steady (and growing) sales (from pragmatists). This is a particularly troubling time for most companies because what worked on those first few will FAIL on the next customers, because they are more risk-averse. This book does a fantastic job of not only explaining what needs to be done, but WHY as well.
 Much ado about nothing October 16, 2007
1 out of 4 found this review helpful
"Crossing the Chasm" is essentially about crossing a 'chasm' in the Technology Adoption Lifecycle.
There is, however, a major flaw with this idea. The Technology Adoption Lifecycle is a normal distribution and there are no chasms in normal distributions -- it is against the very definition of normal distributions.
Notwithstanding, I do think the author was before his time. If you graph the phenomenon he is talking about, it seems very similar to the Gartner Hype Cycle, and how to get you and your product through the Trough of Disillusionment.
Even Rogers in the fifth edition of his book, Diffusion of Innovations, denies the chasm suggestion.
If you are interested in technology adoption, give this one a miss.
|
|
|
Powered by Associate-O-Matic
| |
