Crossing the Chasm by Geoffrey A. Moore PDF Ebook :
Book Name : Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customer
Author : Geoffrey A. Moore
Language : English
Genre : Business, Non-Fiction, Productivity, Marketing
Publication : Hyper Collins Publishers
Pages : 243
Book Size : 24 Mb
Book Format : Pdf
About the Book :
Within an ever-changing society, marketing represents the ongoing effort to keep the means of production—our products and services—in touch with evolving social and personal conditions.
That “keeping in touch” has become our greatest challenge. In an era when the pace of change was slower, the variety of products and services fewer, the channels of communication and distribution less pervasive, and the consumer less sophisticated, marketing could enjoy prolonged periods of relative stability, reaping profits from “holding the customer constant” and optimizing the other variables. That is no longer the case.
We live in an age of choice. We are continually bombarded with purchasing alternatives in every aspect of our lives. This in turn has led us to develop an increasingly sophisticated set of defenses, so that any company seeking to establish a “brand loyalty” in us is going to be hard-pressed to succeed. We demand more and more from our purchases and our suppliers, leading to
increasingly fragmented markets served by products that can be customized by design, programmability, service, or variety.
As uplifting as all of this sounds in theory, in practice it represents a great challenge not only to our economic institutions but to the human spirit itself. We may celebrate change and growth, but that does not make either one the less demanding or painful. Our emerging and evolving markets are demanding continual adaptation and renewal, not only in times of difficulty but on the
heels of our greatest successes as well. Which of us would not prefer a little more time to savor that success, to reap a little longer what we cannot help but feel are our just rewards? It is only natural to cling to the past when the past represents so much of what we have strived to achieve.
This is the key to Crossing the Chasm. Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customer by Geoffrey A. Moore eBook represents the gulf between two distinct marketplaces for technology products—the first, an early market dominated by early adopters and insiders who are quick to appreciate the nature and benefits of the new development, and the second a mainstream market representing “the rest of us,” people who want the benefits of new technology but who do not want to “experience” it in all its gorydetails. The transition between these two markets is anything but smooth.
If You are marketing student and learn some cutting-edge skills in today’s market, download and read Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customer in the first-hand.
Further Reading :
- The Mackay MBA of Selling in the Real World by Harvey Mackay
- Influence: The Psychology of Persuasion by Robert B. Cialdini
- Inbound Marketing: Get Found Using Google, Social Media, and Blogs by Brian Halligan & Dharmesh Shah
Discovering the Chasm
If Bill Gates Can Be a Billionaire
1 . High-Tech Marketing Illusion
2 . High-Tech Marketing Enlightenment
Crossing the Chasm
3 . The D-Day Analogy
4 . Target the Point of Attack
5 .Assemble the Invasion Force
6 . Define the Battle . 131
7 . Launch the Invasion 163
Getting Beyond the Chasm
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