CROSSING THE CHASM MOORE G. Księgarnia

Crossing the Chasm is a business phenomenon-a landmark book that defines and models o pattern of market development. Since the first edition was published in 1991 thousands of leading high-tech brands have come to rely on Geoff Moore's insights into each stage of the Technology Adoption Life Cycle.

None of the proven success principles has changed. Companies ore gambling fortunes and countless hours of technical talent on marketing technology products, and too many fail when they don't need to. The new item-whether a new generation of computer, a digital video disk or a cellular phone-is greeted rapturously by a few adventurous consumers only to fizzle out in the wider marketplace. The huge success of a handful of high-tech products doesn't even begin to balance out the failure of the rest. Now that more and more products are high-tech it is essential for marketing professionals to understand how to promote these products and to discover exactly why the current model for high-tech marketing just isn't working.

But if the principles of winning in high-tech markets remain unchanged the context has altered beyond recognition. Now, with years of invention to build on, new high-tech products are less likely to be clearly differentiated. The marketplace is absorbing the technology in gulps, for a while letting one company come to the fore, but substituting another should the first company stumble. Even more seismic though is the complete shift of communications infrastructure to the Internet. This new edition of Crossing the Chasm brings marketers right up to date with these dramatic developments.

Geoffrey Moore is the world's leading high-tech and communications guru. By throwing out old marketing ideas to clear space for the special realities of the high-tech market Moore helps marketers to understand fully the real challenges of each transition point in the Technology Adoption Life Cycle, and to adjust market development and marketing communications strategies accordingly.

"Crossing the Chasm is going to moke you think... It will change the way you think about marketing. It will change the way you think about market relationships." REGIS McKENNA

211 pages

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