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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers
Paperback
Series: Collins Business Essentials
Business GeneralManagementMarketing
Publisher Price: $28.99
ISBN13: 9780062292988
Publisher: Harper Business
Published: Jan 28 2014
Pages: 288
Weight: 0.46
Height: 0.69 Width: 5.29 Depth: 8.10
Language: English
The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.
With over a million copies sold, Geoffrey A. Moore's classic has become the definitive model for any company launching disruptive innovations.
Why do most high-tech ventures fail? They fall into the chasm--the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can't cross this chasm, your technology is doomed.
This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market:
- The Technology Adoption Life Cycle: Learn to identify the five distinct customer segments--from Innovators to Laggards--and understand why the gap between visionaries and pragmatists is the point of greatest failure.
- Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.
- Assemble the Invasion Force: Master the whole product concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.
- Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.
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