{"product_id":"crossing-the-chasm-3rd-edition-marketing-and-selling-disruptive-products-to-mainstream-customers","title":"Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers","description":"\u003ctable align=\"center\" border=\"0\" cellpadding=\"2\" cellspacing=\"0\" width=\"100%\"\u003e\n\u003ctr\u003e\n\u003ctd class=\"productDetailSmallElements\"\u003e\n\u003cp\u003e\n\u003cstrong\u003eJacket Description\/Back\u003c\/strong\u003e:\u003cbr\u003e\n\u003c\/p\u003e\n\u003cp\u003eThe bible for bringing cutting-edge products to larger markets--now revised and updated with new insights into the realities of high-tech marketing\u003c\/p\u003e\n\u003cp\u003eIn \u003cem\u003eCrossing the Chasm\u003c\/em\u003e, 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. \u003c\/p\u003e\n\u003cp\u003eThis 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 \u003cem\u003eCrossing the Chasm\u003c\/em\u003e to work subsequently published in his \u003cem\u003eInside the Tornado\u003c\/em\u003e, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\n\u003cstrong\u003ePublisher Marketing\u003c\/strong\u003e:\u003cbr\u003e\n\u003cp\u003e\u003cb\u003eThe bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.\u003c\/b\u003e\u003c\/p\u003e\n\u003cp\u003eWith over a million copies sold, Geoffrey A. Moore's classic has become the definitive model for any company launching disruptive innovations.\u003c\/p\u003e\n\u003cp\u003eWhy do most high-tech ventures fail? They fall into the chasm--the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can't cross this chasm, your technology is doomed.\u003c\/p\u003e\n\u003cp\u003eThis bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market: \u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cb\u003eThe Technology Adoption Life Cycle: \u003c\/b\u003e Learn to identify the five distinct customer segments--from Innovators to Laggards--and understand why the gap between visionaries and pragmatists is the point of greatest failure.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eTarget the Point of Attack: \u003c\/b\u003e Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eAssemble the Invasion Force: \u003c\/b\u003e Master the \"whole product\" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.\u003c\/li\u003e\n\u003cli\u003e\n\u003cb\u003eDefine the Battle: \u003c\/b\u003e Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cbr\u003e\u003cbr\u003e\n\n\u003cbr\u003e\n\u003cp\u003e\n\u003cstrong\u003eContributor Bio:\u003c\/strong\u003eMoore, Geoffrey A\u003cbr\u003e\n\u003c\/p\u003e\n\u003cp\u003eGeoffrey A. Moore is the author of \u003cem\u003eEscape Velocity\u003c\/em\u003e, \u003cem\u003eInside the Tornado\u003c\/em\u003e, and \u003cem\u003eLiving on the Fault Line\u003c\/em\u003e.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\n\n\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e\u003cp\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Moore, Geoffrey A\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Harper Business\u003cbr\u003e\u003cb\u003eBinding:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003ePub Date:\u003c\/b\u003e 2014-01-28\u003cbr\u003e\u003cb\u003eBISAC:\u003c\/b\u003e Business \u0026amp; Economics \/ Management \/ General|Business \u0026amp; Economics \/ New Business Enterprises|Business \u0026amp; Economics \/ Marketing \/ General|Business \u0026amp; Economics \/ Personal Success|Business \u0026amp; Economics \/ Personal Finance \/ General|Business \u0026amp; Economics \/ Finance \/ General|Business \u0026amp; Economics \/ Economics \/ General|Business \u0026amp; Economics \/ Project Management|Business \u0026amp; Economics \/ Careers \/ General|Business \u0026amp; Economics \/ Organizational Development|Business \u0026amp; Economics \/ Reference \/ General|Business \u0026amp; Economics \/ Women in Business|Psychology \/ Reference|Self-Help \/ Creativity|Self-Help \/ Self-Management \/ General|Self-Help \/ Personal Growth \/ Success\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.46 lbs\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780062292988\u003cbr\u003e\u003cb\u003eASIN:\u003c\/b\u003e -\u003cbr\u003e\u003cb\u003eSKU:\u003c\/b\u003e SP-9780062292988\u003c\/p\u003e","brand":"Harper Business","offers":[{"title":"Default Title","offer_id":52371640680729,"sku":"SP-9780062292988","price":38.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0913\/0380\/5209\/files\/9780062292988_spiral.png?v=1778432519","url":"https:\/\/westbindery.com\/products\/crossing-the-chasm-3rd-edition-marketing-and-selling-disruptive-products-to-mainstream-customers","provider":"West Bindery","version":"1.0","type":"link"}