CrossingtheChasm,3rdEdition_Marketingand.epub - (EPUB全文下载)

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书籍内容：

Dedication
To Marie
Contents
Dedication

Author’s Note
Part I: Discovering the Chasm
Introduction: If Mark Zuckerberg Can Be a Billionaire
1 - High-Tech Marketing Illusion
2 - High-Tech Marketing Enlightenment
Part II: Crossing the Chasm
3 - The D-Day Analogy
4 - Target the Point of Attack
5 - Assemble the Invasion Force
6 - Define the Battle
7 - Launch the Invasion
Conclusion: Leaving the Chasm Behind
Appendix 1: The High-Tech Market Development Model
Appendix 2: The Four Gears Model for Digital Consumer Adoption
Index

About the Author
Also by Geoffrey A. Moore
Credits
Copyright
About the Publisher
Author’s Note
When the proposal for Crossing the Chasm
was under negotiation, both the publisher and the author agreed that if the book sold more than five thousand copies, it would be doing well. After all, it was a niche book from an unknown author addressed to the somewhat esoteric challenges of marketing high-tech products.
In fact, by the end of the decade, the book had sold more than three hundred thousand copies since its first publication in 1991. Of course, publisher and author were delighted. But the more interesting question might be, Why was the book so successful? The answer is a textbook example of the effectiveness of word-of-mouth marketing, the very practice that the book advocates in its niche approach to gaining mainstream adoption for disruptive innovations.
First of all, it turned out that the metaphor of the chasm and the recommendations for how to cross it struck a deep chord among experienced high-tech managers. Countless readers have told me that, although they valued the material in the book, it really didn’t tell them anything they didn’t know already. Rather it captured what had been for them scattered intuitions and rueful learnings and put them into a coherent set of frameworks that could be used for future decision making.
This, in turn, caused them to pass the book along to colleagues, as much to spread the vocabulary as anything else. Thus the book left the marketing department and began to find its way to the engineering section, where a whole lot of readers claimed it was the first marketing book they didn’t throw away after reading the early chapters. Praise from engineers is praise indeed, and the author was deeply grateful for this response.
This unusual turn of events also caught the eye of the venture capital community, which became a channel for more book sales. Venture capitalists saw in the new vocabulary ............

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