How to get the public to love your high-tech product

books:

	• Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers Geoffrey A. Moore Harpercollins, 1991 - 224 pages average customer review:based on 1 review view larger image
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How to get the public to love your high-tech product

This serious, detailed book offers a nonconventional marketing approach for high-tech promoters and investors. Consultant Geoffrey Moore has thought long and hard about how to market new technology, so the book sometimes reads like an intriguing personal essay. He makes an elaborate case about different technology users, citing product examples to explain why each consumer matters at certain stages in product marketing. At times, his presentation get a little strained, such as when he tries to describe how consumer groups "reference" each other or how marketers must engage in "informed intuition." Moore devised his own explanations for the successes and failures of different high-tech marketing tactics, so your level of agreement depends on how much of his detailed theory fits your marketing concerns. We find substantial interest and value in this exploration of high-tech marketing.

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In Crossing the Chasm, Geoffrey Moore, the world's leading high-tech and communications guru, throws out old marketing ideas to clear space for the special realities of the high-tech market. Based on a revolutionary new model and filled with practical insights, Crossing the Chasm is a landmark book. This new edition has been updated to include comprehensive coverage of the Internet and World Wide Web.