crossing the chasm marketing and selling high tech products to mainstream customers

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Crossing The Chasm

Author : Geoffrey A. Moore
ISBN : 9780061795862
Genre : Business & Economics
File Size : 51. 27 MB
Format : PDF, Mobi
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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Quicklet On Geoffrey A Moore S Crossing The Chasm Marketing And Selling High Tech Products To Mainstream Customers

Author : Richard Childers
ISBN : 9781614641421
Genre : Business & Economics
File Size : 60. 48 MB
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ABOUT THE BOOK Since its first publication in 1991, Geoffrey Moores Crossing the Chasm: Marketing and Selling High Tech Products to Mainstream Customers has set the standard for tech business moguls. In fact, it has become the standard for all of us trying to make our way in the confusing world of technology business. Moore argues that there is a chasm that exists between early adopters of a potentially disruptive technology product and what he calls the early majority, or the market segment that takes such a product to the upper ranges of success. Moore believes that early adopters and visionaries have very different expectations than the pragmatists that follow. In this book, he explores those differences and suggests specific techniques to successfully cross the "chasm." These include choosing a target market, understanding the whole product concept, positioning the product, building a successful marketing strategy, and choosing the most appropriate distribution channel and pricing. MEET THE AUTHOR Richard Childers is an experienced writer and a member of the Hyperink Team, which works hard to bring you high-quality, engaging, fun content. Happy reading! EXCERPT FROM THE BOOK Moores major thesis is that there is something wrong with the High Tech Marketing Model. There are gaps separating the major groups described in the Technology Adoption Life Cycle. These gaps represent the fact that any group will have a hard time accepting a new product if it is marketed to them in the same manner it was marketed to the group that preceded them. Each of these gaps is an opportunity for marketing to lose momentum and miss the transition to the next group. Two of these gaps are relatively small, what Moore calls cracks in the bell curve. The gap between innovators and early adopters occurs when a hot new technology product cannot be transitioned into a major new benefit. The enthusiast loves it for its architecture, but nobody can even figure out how to start using it. There is a second crack of similar size that exists between the early majority and the late majority. It comes at a time in the product life cycle when the market is well developed and the technology product is in the mainstream. While the early majority was quite willing and able to achieve the level of technical competence required to gain benefit from the product, the late majority user is much less so. In order to continue developing their market by moving into the late majority segment, the product marketers must make the product easier to use and implement. If they fail to do so, they may fail in their attempts to transition to this next segment. CHAPTER OUTLINE Quicklet on Geoffrey A. Moore's Crossing the Chasm: Marketing and Selling High Tech Products to Mainstream Customers Geoffrey A. Moore's Crossing the Chasm: Marketing and Selling High Tech Products to Mainstream Customers + The High Tech Marketer’s Bible + About the Author + About the Book + Overall Summary + ...and much more

Inside The Tornado

Author : Geoffrey A. Moore
ISBN : 190096158X
Genre : High technology industries
File Size : 85. 28 MB
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Inside the Tornado teaches a startling lesson. As markets change, the very skills that you′ve just perfected become your biggest liabilities, and if you can′t put them aside to acquire new ones you′re in for tough times. This is a challenging lesson to apply but Geoffrey Moore uses inspiring examples from market–leading firms to illuminate every dimension of managing a market–focused business strategy. All industries which rely on technology – not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance,healthcare, aerospace, defence, utilities, pharmaceuticals, retail and pretty well every other type of industry – must learn to thrive Inside the Tornado.

Escape Velocity Enhanced Edition

Author : Geoffrey A. Moore
ISBN : 9780062091710
Genre : Business & Economics
File Size : 57. 47 MB
Format : PDF, ePub
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This book is enhanced with content such as audio or video, resulting in a large file that may take longer to download than expected. The enhanced edition includes five exclusive videos from the author as he presents his theory of the hierarchy of powers and uses it to challenge current approaches to portfolio management, resource allocation for competitive advantage, investments in innovation, and driving change management across a global enterprise. Based on twenty years' experience advising the top leaders of many of the world's most successful enterprises, Moore's Escape Velocity offers a pragmatic plan to engage the most critical challenge that established enterprises face in the twenty-first century economy: how to escape the gravitational pull of legacy businesses and build material positions in next-generation categories. In Escape Velocity, Moore presents a cogent strategy for generating future growth within an established enterprise. Organized around a hierarchy of powers – category power, company power, offer power, and execution power – this insightful work can show how each level of power can be orchestrated to achieve overall success. Moore explains How to measure and manage the treacherous “adolescent phase” of next-generation businesses when they are not yet material to financial results yet must make sizable demands on resources needed to meet the current fiscal year's commitments. How to reallocate resources across an enterprise in deliberately asymmetrical ways to create a powerful and sustainable foundation for a long-term competitive advantage; How to leverage target-market initiatives as accelerants to growth and as stepping stones to broad overall category success; How to create unmatchable offerings by being swift to neutralize competitors' innovations and laser-focused on driving in-house innovations to make a business impervious to competitors; How to fundamentally change the execution cadence of an organization, pushing change from innovation to broad deployment, creating an irreversible tipping point along the way. At a time when the world is looking to established enterprises not just for investment stability but as job generation engines as well, Moore's analysis is penetrating and his prescriptions are right on the mark. Escape Velocity gives executives and their teams a practical way forward to take advantage of the opportunities amid industry and economic disruptions.

Marketing Of High Technology Products And Innovations

Author : Jakki J. Mohr
ISBN : 0136049966
Genre : Business & Economics
File Size : 51. 83 MB
Format : PDF, ePub
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The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.

Building Brands In The Indian Market

Author : Tapan Kumar Panda
ISBN : 8174463917
Genre : Brand name products
File Size : 58. 87 MB
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How are brands built? Is an advertising campaign capable enough to build a brand? What are the criteria for making a brand successful? Is building and managing a brand in India different than elsewhere? How Customer Relationship Management shapes a branding paradigm? Do extensions dilute the master brand????Many more intriguing questions answered in this book by researchers, academicians, CEOs, brand gurus and consultants.

Key Concepts In Innovation

Author : Hamsa Thota
ISBN : 9781137327154
Genre : Business & Economics
File Size : 68. 60 MB
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A comprehensive glossary providing clear explanations of the major terms in the field of innovation, covering areas such as product development, design and creativity. By simplifying complex terminology and highlighting key debates, this book is an ideal companion for both students and practitioners in the field.

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