Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)

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Editorial Reviews

Product Description

This work offers ideas for marketing new high-technology products. It suggests fresh marketing strategies to help with selling innovative new products so that the not untypical situation of new items being received well by the few but not by the public at large can be avoided.

Product Details

• Paperback: 256 pages
• Publisher: Capstone Publishing Ltd (August 1998)
• ISBN-10: 1841120006
• ISBN-13: 978-1841120003
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon.com Sales Rank: #6,094,176 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars A classic must-read for anybody involved in product strategy for high technology., July 1, 2009

By	Bart De Pelsmaeker "www.techopath.com" (Brussels) - See all my reviews (REAL NAME)

This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)

This is a classic must-read for all people involved in product strategy for high-technology. Published in 1991 and updated in 1999, it introduced a very innovative way of how technology is adopted by different segments in the market. The book goes beyond theoretical models and really offers almost hands-on, very systematic (!) approach on what the optimal steps are to market and sell your technology, and this depending on where your product is in the Technology Adoption Life Cycle.

If you haven't read it yet, don't hesitate any longer. Seriously. If you're short of time (hey - the book is only about 200 pages...) then I suggest you read the summary (free download, google it or check my blog for the link) from the nice people at Parker Hill Technology - but you will miss out on a great read by doing so.

2 of 3 people found the following review helpful:

5.0 out of 5 stars How to get the public to love your high-tech product, December 11, 2006

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

This review is from: Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers (Paperback)

This serious, detailed book offers a nonconventional marketing approach for high-tech promoters and investors. Consultant Geoffrey Moore has thought long and hard about how to market new technology, so the book sometimes reads like an intriguing personal essay. He makes an elaborate case about different technology users, citing product examples to explain why each consumer matters at certain stages in product marketing. At times, his presentation get a little strained, such as when he tries to describe how consumer groups "reference" each other or how marketers must engage in "informed intuition." Moore devised his own explanations for the successes and failures of different high-tech marketing tactics, so your level of agreement depends on how much of his detailed theory fits your marketing concerns. We find substantial interest and value in this exploration of high-tech marketing.