Summary of Crossing the Chasm
Copyright © 1991 by Geoffrey A. Moore
Summarized by arrangement with Collins Business, an imprint of HarperCollins Publishers
Introducing new high-tech products is tough. To succeed, you have to cross the mass-market chasm.
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. getAbstract finds substantial interest and value in this exploration of high-tech marketing.
In this summary, you will learn
- How marketing high-technology products differs from other types of marketing
- How high-tech firms can cross the "chasm" from insider, early adopters to a mass market
About the Author
Geoffrey A. Moore is a managing partner at a consulting firm in San Mateo, California, and a partner in a venture capital firm in Menlo Park, California. He is the author of Inside the Tornado, The Gorilla Game and Living on the Fault Line.
Comment on this summary
2 years agoI got this book when doing my MBA, and it changed my professional life. A must-read for anyone in technology business.
5 years agoJust the best book about selling B2B technology products I have ever read. Great.
5 years agoAbsolutelty! Almost ten years old, but still a must read for every executive, not only sales people.
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