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Présentation de l'éditeur
Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.
Quatrième de couverture
"Geoffrey Moore's insights into high-teck marketing, especially his vertical market strategies, make up the game plan we follow every day to compete and win in a market dominated by companies many limes our size. Before you set foot into the high-tech playing field, get your hands on Crossing the Chasm-in the fast-paced, hard-fought technology arena, it will definitely put the odds of winning in your favor." -William B. Lawson Sr., chairman and CEO, Lawson Software
"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 bas 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 --Ce texte fait référence à lédition Broché .
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En savoir plus sur l'auteur
› Consultez la page Geoffrey A. Moore d'Amazon
There is a line from a song in the musical A Chorus Line: '"If Troy Donahue can be a movie star, then I can be a movie star." Lire la première page
Concordance
Couverture | Copyright | Table des matières | Extrait | Index | Quatrième de couverture
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Commentaires client les plus utiles
5 internautes sur 5 ont trouvé ce commentaire utile :
5.0 étoiles sur 5
Get ready to cross the chasm or you'll fall into it,
Par Hazac Elodie - Guyancourt (Orleans, France) - Voir tous mes commentaires
Ce commentaire fait référence à cette édition : Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Broché)
Most people who do marketing are familiar with the adoption curve (i.e. Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.) Companies who create technological products frequently have brilliant success with the first two groups and then fall into a pit trying to get to the pot of gold on the other side of this rainbow, selling to the rest of the curve. Crossing the Chasm details the important gap between Innovators and Early Adopters and then outlines a campaign strategy for crossing that chasm to mainstream marketing success. The book gives many examples of products that crossed the chasm successfully (such as Lotus 1-2-3 and Microsoft.) Time and time again, technology companies fail because they are concerned with sales numbers (to please shareholders or investors) or because of a bean-counter mentality or simply insufficient funding. The author Geoffrey Moore uses D-Day and the taking of Omaha Beach as a powerful metaphor for how to establish a beachhead before assaulting the mainstream. Like the beaches of Normandy, high cost and certain losses can be essential to establishing the toehold that stages victory. Also important is the idea that to reach the mainstream market, vendors must provide the a complete solution, including support. This is an area that high-tech companies typically want to skimp on; the Innovator and Early Adopter types are natural pioneers and self-sufficient. These buyers accept a higher level of product problems and work-arounds. The mainstream majority buyers are pragmatic; they buy a product not for its own sake, or because it is "cool." They buy to get a job done and want a product that does the job and does it trouble-free. A lack of service and complete solutions is one big reason technology firms fall into the chasm with an initially hot-selling product. The book is not tremendously detailed, but gives clear, understandable examples of how to set up a strategy in order to target a market and select a "must-have" value proposition suitable to drive in a wedge. The most valuable part of the book, in my opinion is the advice on weathering the ongoing pressure of executive management reviews, which can constantly threaten to derail a bold yet workable plan. This is must reading for anyone in the high-stakes technology market. It's an exciting game, and this book provides important strategies to win. Aidez d'autres clients à trouver les commentaires les plus utiles
3 internautes sur 3 ont trouvé ce commentaire utile :
4.0 étoiles sur 5
Good for enterprise software marketing,
Par Hazac Elodie - Guyancourt (Orleans, France) - Voir tous mes commentaires
Ce commentaire fait référence à cette édition : Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers (Broché)
This is a very good book and it clearly states a great direction for marketing enterprise software in the B2B space. If you want to be the next Oracle, this is for you. The only problem is that it is off the mark for consumer software. Their formula will not likely work if you want to be the next Intuit, Microsoft, etc.
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2 internautes sur 2 ont trouvé ce commentaire utile :
5.0 étoiles sur 5
Incontournable en informatique,
Par
Ce commentaire fait référence à cette édition : Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers (Broché)
Ce livre est une référence pour les dirigeants d'une startup (innovante), particulièrement en informatique.
Il présente simplement les mécanismes classiques d'adoption, et pose le doigt sur la principale difficulté que peuvent rencontrer les entreprises qui ont réussi à passer le cap du prototype et des premières ventes, souvent anecdotiques. Très pratique, égayé de nombreux exemples d'entreprises informatiques. On reconnait sans difficultés tout ce qui y est cité. Similaire, plus généraliste, en français, légèrement plus technique, et sans tenir compte de l'effet "bouche à oreille/Références", il y a également "Stratégie et marketing de l'innovation technologique", de Paul Millier. Mais "Crossing the chasm" reste incontournable. Aidez d'autres clients à trouver les commentaires les plus utiles
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