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List Price: $17.99Amazon.com's Price: $12.23 You Save: $5.76 (32%)as of 03/18/2010 17:08 EDT
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Binding: Paperback
Dewey Decimal Number: 658.8
EAN: 9780060517120
Edition: Revised
ISBN: 0060517123
Label: Harper Paperbacks
Manufacturer: Harper Paperbacks
Number Of Items: 1
Number Of Pages: 256
Publication Date: 2002-08
Publisher: Harper Paperbacks
Release Date: August 20, 2002
Studio: Harper Paperbacks
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Editorial Review:
Amazon.com Review:
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 high-tech 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 high-tech industry.
Moore suggests remedies for the problem that can help businesses meet their long-term 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 plow 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.
Product Description:
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.
Average Rating: 
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This book is about market segmentation and the challenge of retargeting a business from early adopters to mainstream buyers. I have seen businesses fail because of insufficient market segmentation, including my own business. One company I once worked for had about 30 software products (acquired through mergers) and perhaps $100M/year in revenue, but did not distinguish in its catalogs, presentation, or sales force training, between mainstream products and experimental (buggy) early adopter products. ... Read More
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Book was in excellent condition and this book is great for anyone wanting to break into the mainstream market with a new tech innovation.
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I am a marketing rookie, so much of what I found interesting in this book may be old news to anyone with marketing experience. Having said that, I believe this book is a good read for anyone: for newbies, it's a good primer; for more seasoned people, it should serve as a good reference book.
While you may not agree with the notion of the 'chasm', or with the author's ideas on how to overcome it (or, at the very least, on how to anticipate and recognize it), the thought process is wonderful ... Read More
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There are very few texts that do a good job dealing with how to convince the market to adopt new technologies. The standard TALC (tech adoption life cycle) texts have serious flaws when it comes to discontinuous technologies. Geoffrey Moore nails it with Crossing the Chasm. If you are an executive or marketing professional introducing high tech products you will be well served by this book. It will help you understand if you cross the line into discontinuous innovation and need to adopt chasm approaches ... Read More
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In financing companies, it is critical to think about the stage and progress of the business. Crossing the Chasm provides a framework to understand some of the key dimensions in the growth and progress of technolgoy based businesses. Kenneth H Marks, lead author of The Handbook of Financing Growth: Strategies, Capital Structure, and M&A Transactions (Wiley Finance)
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