ESCP Europe

Crossing the Chasm is a business phenomenon - a landmark book that defines and models a pattern of market development. Since the first edition was published in 1991 thousands of leading high-tech brands have come to rely on Geoff Moore's insights into each stage of the Technology Adoption Life Cycle. None of the proven success principles has changed. Companies are gambling fortunes and countless hours of technical talent on marketing technology products, and too many fail when they don't need to. The new item - whether a new generation of computer, a digital video disk or a cellular phone - is greeted rapturously by a few adventurous consumers only to fizzle out in the wider marketplace. The huge success of a handful of high-tech products doesn't even begin to balance out the failure of the rest. Now that more and more products are high-tech it is essential for marketing professionals to understand exactly why the current model for high-tech marketing just isn't working. from book jacket.