Crossing The Chasm, 3rd Edition: Marketing And Selling Disruptive Products To Mainstream Customers [EPUB]

E-Book Overview

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.

E-Book Information

• Series: Collins Business Essentials

• Year: 2,014

• Edition: revised

• Pages: 288

• Language: English

• Topic: 4

• Identifier: 0062292986, 9780062292988

• Org File Size: 557,957

• Extension: epub

• Toc: Dedication Author’s Note Part I: Discovering the Chasm Introduction: If Mark Zuckerberg Can Be a Billionaire 1 - High-Tech Marketing Illusion 2 - High-Tech Marketing Enlightenment Part II: Crossing the Chasm 3 - The D-Day Analogy 4 - Target the Point of Attack 5 - Assemble the Invasion Force 6 - Define the Battle 7 - Launch the Invasion Conclusion: Leaving the Chasm Behind Appendix 1: The High-Tech Market Development Model Appendix 2: The Four Gears Model for Digital Consumer Adoption Index About the Author Also by Geoffrey A. Moore Credits Copyright About the Publisher