http://api.douban.com/book/subject/1431653 Geoffrey A. Moore

《Crossing the Chasm: Marketing and Selling Disrupti》Here is the best-selling guide that created a new game plan for marketing in high-tech industries．Crossing the Chasm has become the bible for bringing cutting-edge products to progressively Iarger markets．This edition provides new insights into the realities of high-tech marketing，with special emphasis on the Internet．1t's essentiaI reading for anyone with a stake in the world’s most exciting marketplace． Book Description:Revised and updated, this new edition includes a special emphasis on the Internet, while showing readers how to market and sell high-tech products to mainstream customers.From the Publisher:High-Tech Marketing Expert Identifies the Greatest Challenge Facing New Ventures and Shows How to Address It. Every year, according to high-tech marketing expert Geoffrey Moore, millions of dollars invested in high-tech entrepreneurial ventures are lost trying to "cross the chasm" from early market success to mainstream market leadership. Moore, President of Geoffrey Moore Consulting, identifies and addresses the key challenges facing such ventures in the long-awaited paperback edition of Crossing the Chasm: How to Win Mainstream Markets for Technology Products Targeted at venture capitalists, product managers, and tech marketers, Moore's book identifies a fundamental flaw in the standard high-tech marketing model, which postulates smooth sales growth through a series of well-defined, ever-larger markets. In fact, says Moore, there are really two, fundamentally separate phases in the development of any high-tech market: an early phase that builds from a few, highly visible, visionary customers; and a mainstream phase, where the buying decisions fall predominantly to pragmatists. Transitioning between these two phases is anything but smooth, and confidently assuming that success in the early market will translate into mainstream success is the fatal error that causes so many high-flying start-ups to crash into the chasm. Crossing the Chasm grows from Moore's extensive consulting experience at Regis McKenna and at his own firm, working with hundreds of technology ventures struggling with these problems. The transition, he notes, is always perilous: typically, the new venture commits significant resources to modifications promised to secure its initial base of early market customers. The venture requires continued growth to support these commitments, growth into the lucrative mainstream markets. But these markets require a very different approach from that of the early visionaries; and if a company does not attack them properly, it will quickly fall short of projections and find itself in trouble. Moore's book presents specific strategies in marketing and all other areas of the business to help technology companies cross this critical chasm successfully. GEOFFREY A．MOORE is a managing partner at TCG Advisors in San Mateo，California，and a venture partner at Mohr Davidow Ventures in Menlo Park，California．He is the author of the bestsellers Inside the Tornado，The Gorilla Game，and Living on the Fault Line．

0060517123 9780060517120 Crossing the Chasm 227 $17.95 Geoffrey A. Moore Collins 平装 2002-08