About the Book

In his classic work Crossing the Chasm, Geoffrey Moore introduced the concept of a -chasm' that new innovative products must cross to reach the mainstream market. Now he teaches marketers how to bridge it and survive the ensuing whirlwind of demand.aThe definitive work on high-tech marketing strategy, this book examines the real-life tactics used by successful chasm crossers such as HP, Apple, AT&T, Oracle, NeXT, and Silicon Graphics. Moore explains how to seize control of the profit-rich niches that exist beyond the chasm and enter the tornado phase of their Technology Adoption Life Cycle. He explores the effects of the Technology Adoption Life Cycle not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning, and organizational leadership.

Product Details

• ISBN: 9780060745813
• ISBN 10: 0060745819
• Imprint: Harper Business
• On Sale: 12/27/2005
• Trimsize: 5.310 in (w) x 8.000 in (h) x 0.610 in (d)
• Pages: 272
• List Price: $18.99
• BISAC1 : BUSINESS & ECONOMICS / Management
• BISAC2 : BUSINESS & ECONOMICS / Marketing / General
• BISAC3 : BUSINESS & ECONOMICS / Sales & Selling / General