The bible for bringing cutting-edge products to larger markets—now revised and updated with new insights into the realities of high-tech marketing

In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle—which begins with innovators and moves to early adopters, early majority, late majority, and laggards—there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first, the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment.

This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

作者简介

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.

网友对Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers的评论

我在德州大学的marketing教授说，这本书是她读过的最好的marketing畅销书！我买来仔细拜读后表示严重同意。虽然此书不是全面解释marketing理论框架应用，但其抓住了初创企业发展中最关键的阶段深入探讨。另外我很喜欢那个盟军登陆诺曼底的类比！

非常棒的一本书！觉得值得仔细学习。

Having bought the original in the late 90's I was interested to see how the book had been updated. The new example companies are perfectly chosen and the core message of the book remains the same, I am not sure if there is a better marketing book out there that describes the issues a startup company goes through defining and creating a market and then trying to take it mainstream. Classic text, comprehensively and intelligently updated.

I would have given this 4 stars because it didn't turn out exactly what I wanted. I wanted a general high-tech marketing book but this one is much tailored towards people who have been in the field for some time.
The reason I am giving this 5-stars is because it is a very well written book. Much enjoyable and I did end up learning quite a few things from it.

The clear step-by-step plan to take a product from simple innovation to a lasting mature product just makes sense.

For people planning to work or already working in high-tech marketing, this should be a highly recommended book.

Very well articulated and explains the chasms in the high tech industry and tying it to well established marketing principles. Whole product definition is key outlining tons of opportunity. Was little surprised by the conclusion pushing out the pioneers from the scene as humbly believe we are always in the chasm...

As a leader in technology development, I have seen first-hand the issues in moving through the product life-cycle. This book gives a fresh and powerful set of tools to help navigate the stages of product life, as well as covering honestly some of the hard decisions that must be made. A great book for those interested in making their technology sustainable and more than just a passing fad.

I bought this along with the Osterwalder Business Model Canvas book for an engineering management graduate program I am in. I bought it for my library to read post graduation. It was not a requirement in any class, but if you have it the Osterwalder/Ries/Blank/Mullins books you can get a good perspective of entrepreneurship.

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