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Crossing the Chasm, 3rd Edition电子书

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作       者:Moore, Geoffrey A.

出  版  社:HarperBusiness

出版时间:2014-01-28

字       数:36.7万

所属分类: 进口书 > 外文原版书 > 经管/金融

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The bible for bringing cutting-edge products to larger markets now revised and updated with new insights into the realities of high-tech marketing 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.
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Dedication

Contents

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

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