Crossing The Chasm: Marketing And Selling High-Tech Products To Mainstream Customers

Every year, companies gamble away millions of dollars and countless hours of technical talent on doomed efforts to market technology products that are greeted with enthusiasm by a few technologically literate consumers but ultimately fizzle in the wider marketplace. With more high-tech products scrambling for the home market every day, it is essential that marketing professionals learn to transcend the outmoded marketing theories that have led to more failures than successes in the challenging technology marketplace. Based on the revolutionary model derived from Geoffrey Moore's extensive experience in high-tech markets, Crossing the Chasm is the definitive book on a vital, rapidly growing but capricious market.