CROSSING THE CHASM
HarperBusiness, 1991
LEARNING OBJECTIVES: Readers of this book will learn principles of psychological characterization and analysis applied to marketing and selling high-technology products to mainstream customers.
This book describes how early adopters of high-technology products are different from mainstream customers. Understanding how they differ and being able to characterize what they want and need enables business people to 'cross the chasm' that exists between these two markets. Not being able to do so has led to the failure of many high-technology businesses. Many examples are included of businesses that succeeded and failed at this critical task.
Formerly a partner with Regis McKenna Inc., Geoffrey A. Moore is now president of his own firm, Geoffrey Moore Consulting, in Menlo Park, California. He and his colleagues work with high-tech firms to develop marketing strategies and 'chasm-crossing' and 'post-chasm' markets.
7 CE credits; 215 pages
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