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The old method of marketing technology
products -- which achieved some successes but far more casualties
-- makes way for a much smarter game plan.
Every year companies gamble away millions
of dollars and countless hours of technical talent on doomed
efforts to market technology products. The new item -- whether
a kind of personal computer, VCR, microwave, CD player,
cellular phone, answering machine, or any one of a number
of high-tech appliances -- is greeted rapturously by a few
adventurous consumers, only to fizzle out in the wider marketplace.
The tremendous success of a handful of high-tech products
doesn't even begin to balance out the failure of most others.
Now that more and more products fit the high-tech category,
it's essential for marketing professionals to understand
how to present these products to the public -- and to discover
exactly why the current model for high-tech marketing just
isn't making the grade.
Geoffrey Moore, a principal at Regis McKenna
Inc., the world's leading high-tech marketing and communications
company, throws outmoded marketing ideas out the window
to clear space for the special realities of the high-tech
market. Moore helps readers fully understand the risks of
each transition point in the Technology Adoption Life Cycle
and plan for them accordingly. He shows how to adjust market
development and marketing communications strategies with
the approach of each new segment to ensure that products
are positioned to break into the larger market. Based on
a revolutionary new model and filled with practical insights,
Crossing the Chasm is a landmark book. Everyone with
a stake in the success of a technology product will profit
from it.
Geoffrey A. Moore is president of Geoffrey
Moore Consulting, in Palo Alto, California, which provides
consulting and education services to high-tech companies
including Aldus, Hewlett-Packard, NeXT, Oracle, PeopleSoft,
and Pyramid. Prior to founding GMC, he was a partner at
Regis McKenna Inc., and prior to that, a sales and marketing
executive in the software industry. Moore holds degrees
in literature from Stanford University and the University
of Washington and taught English at Olivet College prior
to entering the world of high-tech.
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