High-tech marketing must focus on the technology enthusiasts in order to get enough initial attention to cross the chasm.
Crossing The Chasm
Marketing And Selling Disruptive Products To Mainstream Customers
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About this book
Crossing the Chasm (1991; rev. 1999) demonstrates the existence of distinct marketing challenges for each market segment in the life cycle of new technology-based products. A significant gulf -- the "chasm" -- exists between the market made up of early adopters and the markets of more pragmatic buyers. To cross the chasm, a product team must identify the needs of pragmatic buyers and deliver a "whole product" that more than meets those needs. This landmark book, part of the HarperBusiness Essentials series, shows just how to do that.
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11 notes from readers tracking itThe challenge is to concentrate your niche marketing program on a single vector in a single segment.
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