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　　Moore (Crossing the Chasm, HarperBusiness, 1991) claims that marketing technology-based products is different from marketing standard consumer products. He explores marketing stages through a discussion of the "Technology Adoption Life Cycle," which follows a product from birth to death and suggests a course of action for each phase. He also charts power distribution within a company and the marketplace as these high-tech companies engage in traditional business strategies (i.e., strategic partnerships, competitive advantage, positioning, and organizational leadership). Moore provides examples from high-tech firms such as Hewlett-Packard, Apple, and Pyramid. Although other recent books address technology marketing (see TechnoBrands, AMACOM, 1991), none addresses life cycle issues. Written for those with a prior knowledge of marketing theory, this book is recommended for business libraries.

Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.

Copyright 1995 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.

AUTHOR'S NOTE

ACKNOWLEDGMENTS

INTRODUCTION

PART ONE THE DEVELOPMENT OF HYPERGROWTH MARKETS

　1. THE LAND OF OZ

　2. CROSSING THE CHASM-AND BEYOND

　3. IN THE BOWLING ALLEY

　4. INSIDE THE TORNADO

　5. ON MAIN STREET

　6. FINDING YOUR PLACE

PART TWO IMPLICATIONS FOR STRATEGY

　7. STRATEGIC PARTNERSHIPS

　8. COMPETITIVE ADVANTAGE

　9. POSITIONING

　10. ORGANIZATIONAL LEADERSHIP

INDEX

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Book Description

In this, the second of Geoff Moore’ s classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market.

Updated for the HarperBusiness Essentials series with a new author’ s note.

Once a product “ crosses the chasm” it is faced with the “ tornado, ” a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

Book Dimension

length: (cm)20.3 　　　 　　　　　 　　　　　 width:(cm)13.5