Crossing the Chasm

Geoffrey A. Moore

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Updated 2008-11-21

Release: 1998-08

Capstone Publishing Ltd

Pages: 256 (Paperback)


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Description:

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 that can help businesses overcome these problems and 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 plough 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 manner.

Other Formats:

Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers
Harpercollins - 1991-11
224 pages (Hardcover)
Crossing the Chasm
Capstone Publishing Ltd - 1998-08-01
222 pages (Paperback)
Crossing the Chasm
Collins - 2002-08
256 pages (Paperback)
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
HarperCollins Publishers - 1995-10
240 pages (Paperback)
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
HarperBusiness - 1999-07
256 pages (Paperback)