Marketing new technology products and hi-tech equipment can be nightmarish, snapped up by techno-junkies initially, only to fizzle out in the wider market and be discarded on the garbage heap of failed sales attempts.
Geoffrey A Moore, who is widely regarded as the IT communications guru of the 1990s, turns marketing and sales strategies upside-down and takes a fresh and visionary look at strategies that have either succeeded or failed. He then uses them to create a new-age model that will revolutionise a company`s approach to business strategy.
Crossing the Chasm is written for all the stakeholders, engineers, financiers, and marketers involved in creating a winning solution. Moore argues for a complete change of mentality throughout the company and for strategies not to remain exclusively with the chosen few.
The book is written in a relaxed, informal style that uses industry experiences to help a company take advantage of market trends in such a way as to position itself as a market leader rather than a laggard.
Book: Crossing the Chasm
Author: Geoffrey A Moore
Publisher: Capstone Publishing
Published: First published 1991, paperback edition 1998 (Book supplied by Espiál Consulting )
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