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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – January 28, 2014
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From the Inside Flap
In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with innovators and moves to early adopters, early majority, late majority, and laggards - there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.
This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.
From the Back Cover
Praise for Previous Editions of Crossing the Chasm:
"Crossing the Chasm truly addresses the subtleties of high-tech marketing. We have embraced many of the concepts in the book and it has become a 'bestseller' with Unisys."
- James A. Unruh, CEO, Unisys
"Crossing the Chasm is no longer just the name of a great book - it has become a very effective management process. In venture capital, chasm management is a widely used boardroom tool for emerging technology companies. It works!"
- Joe Schoendorf, executive partner, Accel Partners
"Crossing the Chasm has contributed more to the art and science of high-tech marketing than any other book in the last decade. If you are not one of the thousands of businesses and universities incorporating the chasm insight into your operations, you have to be worried about your future."
- Tom Kendra, vice president, Worldwide Data Management Sales, IBM Software Group
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The reason I am giving this 5-stars is because it is a very well written book. Much enjoyable and I did end up learning quite a few things from it.
The clear step-by-step plan to take a product from simple innovation to a lasting mature product just makes sense.
For people planning to work or already working in high-tech marketing, this should be a highly recommended book.
Where the dastardly largest chasm is and what a company has to do to market and sell differently may be the most important lesson of the book. Innovators, pragmatists, and conservatives must be well-understood market niches for your team so they can understand how the life cycle of the company is changing and why. The authors do a fine job of making it clear.
Chapter 3 to 6 are just brilliant. They cleared up my mind so much. I'm going to read them again and implement the methodology in my startup.
Thanks for writing this.
Most recent customer reviews
The book describes indispensable model of new innovative product lifecycle.Read more