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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials)
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About Crossing The Chasm, 3rd Edition: Marketing And
Product Description The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets. From the Inside Flap In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets. From the Back Cover Praise for Previous Editions of Crossing the Chasm: "Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys." - James A. Unruh, CEO, Unisys "Crossing the Chasm is no longer just the name of a great book - it has become a very effective management process. In venture capital, chasm management is a widely used boardroom tool for emerging technology companies. It works!" - Joe Schoendorf, executive partner, Accel Partners "Crossing the Chasm has contributed more to the art and science of high-tech marketing than any other book in the last decade. If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations, you have to be worried about your future." - Tom Kendra, vice president, Worldwide Data Management Sales, IBM Software Group About the Author Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, Living on the Fault Line , and other groundbreaking books for high-tech innovators and entrepreneurs.
