Преодоление пропасти
Маркетинг и продажа хайтек-товаров массовому потребителю
Geoffrey A. Moore
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.
Дата публикации
2006-08-01T00:00:00.000Z
2006-08-01T00:00:00.000Z
Рейтинг Goodreads
4.01
ISBN
9780062353948
Категории
Рекомендации
8
Рекомендации
2014-10-30T00:00:00.000Z
Read these three books: Crossing the Chasm, the Innovators Dilemma, and Behind the Cloud. These three combined, if you binge and read them all, you will come out ahead. – источник2016-04-19T00:00:00.000Z
I learned the hard way about chasms while working for Apple. The early adopters are easy–“main street” is hard. Entrepreneurs should read this book when they are cranking out their “conservative” sales projections. – источникHelps us understand that it is a myth — an incorrect myth, a false myth — to believe that we can start with an idea for a few people and ride it from early adopter to early majority to late majority to laggard. – источник
2016-10-31T00:00:00.000Z
For B2B, I recommend “Crossing the Chasm.” For B2C, one of my favorite books is “The Lean Startup,” which takes a narrower view but it gives one specific tactic for innovating quickly. It’s a little narrow but it’s very good in the area that it covers. – источник2018-06-28T15:43:51.000Z
Other books that all entrepreneurs should read: 1) @MichaelEPorter, Competitive Strategy, 2) @geoffreyamoore Crossing the Chasm, 3) @claychristensen Innovator's Dilemma, and 4) @Jerry_Kaplan Startup – источник2018-08-27T00:00:00.000Z
https://tim.blog/2018/08/27/drew-houston/Bestselling guide that created a new game plan for marketing in high-tech industries. – источник
2019-09-02T14:30:47.000Z
Step 1: Start with a product vision
Here's a format that works well. It's the elevator pitch template from @geoffreyamoore's fantastic book, Crossing the Chasm, and it asks the right sort of questions to get you started on your vision statement. – источник