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Crossing the Chasm-[Revised edition]-[1991]-[pdf]-[Moore G.A.]

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    发表于 2017-11-14 13:27:00 | 显示全部楼层 |阅读模式
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    书籍信息:
    标题: Crossing the Chasm
    语言: English
    格式: pdf
    大小: 1.4M
    页数: 174
    年份: 1991
    作者: Moore G.A.
    版次: Revised edition

    简介

    Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a ''whole product model.'' Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market.Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone.


    目录
    Cover Page......Page 1
    Title Page......Page 3
    ISBN 0066620023......Page 4
    Contents (with page links)......Page 6
    PREFACE TO THE REVISED EDITION......Page 8
    FOREWORD......Page 11
    ACKNOWLEDGMENTS......Page 15
    PART I Discovering the Chasm......Page 18
    INTRODUCTION If Bill Gates Can Be a Billionaire......Page 20
    1 High-Tech Marketing Illusion......Page 24
    2 High-Tech Marketing Enlightenment......Page 37
    PART II Crossing the Chasm......Page 62
    3 The D-Day Analogy......Page 64
    4 Target the Point of Attack......Page 82
    5 Assemble the Invasion Force......Page 96
    6 Define the Battle......Page 114
    7 Launch the Invasion......Page 137
    CONCLUSION Getting Beyond the Chasm......Page 156
    About the Author......Page 172
    About the Publisher......Page 174

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    发表于 2017-11-24 18:16:12 | 显示全部楼层
    thanks for your kind sharing, beautiful!
    student of the world, thrive
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    发表于 2017-12-28 07:21:53 | 显示全部楼层
    拜读大作
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    发表于 2018-7-28 12:01:56 | 显示全部楼层
    thx for u share
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