Title
Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers,Used
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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 hightech 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 hightech industry. Moore suggests remedies for the problems that can help businesses meet their longterm 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 plough 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. David James
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- Q: What is 'Crossing the Chasm' about? A: 'Crossing the Chasm' by Geoffrey Moore discusses the unique marketing challenges faced by high-tech products and provides strategies for reaching mainstream customers.
- Q: Who is the author of 'Crossing the Chasm'? A: The author of 'Crossing the Chasm' is Geoffrey A. Moore, a recognized expert in marketing technology products.
- Q: What are the main themes of the book? A: The main themes include the chasm theory, marketing strategies for high-tech products, and the importance of targeting specific customer segments.
- Q: How does the chasm theory impact technology marketing? A: The chasm theory explains that high-tech products often initially appeal to a niche market but struggle to gain traction among mainstream consumers, requiring different marketing approaches.
- Q: What is the recommended approach for marketing high-tech products? A: Moore suggests creating detailed customer profiles, targeting specific segments, and designing a 'whole product model' to meet mainstream market needs.
- Q: What types of companies does the book cite as examples? A: The book cites successful companies such as Apple, Tandem, Oracle, and Sun as examples of effective strategies for crossing the chasm.
- Q: Is 'Crossing the Chasm' suitable for non-marketing professionals? A: Yes, the book is written for all employees involved in the success of a technical product, not just marketing specialists.
- Q: What is the condition of the book being sold? A: The book is listed as a used book in good condition.
- Q: How many pages does 'Crossing the Chasm' have? A: 'Crossing the Chasm' has a total of 336 pages.
- Q: What edition of the book is available? A: The available edition of 'Crossing the Chasm' is the revised edition.