Examines marketing strategies for high-tech products, with advice for techology companies on how to increase their market share more rapidly when new technologies are introduced to consumers.
Moore, the author of books for high-tech innovators and entrepreneurs, contends that there is a chasm between the early adopters of technology and the early mainstream market, and demonstrates how high-tech innovators and marketers can narrow it and increase adoption across all segments of the technology adoption life cycle. He identifies marketing principles to cross the chasm, and ends with strategies in the areas of finance, organizational development, and research and development. This edition has new examples of successes and failures, new strategies for marketing in the digital world, and other insights and findings, as well as new appendices that connect Moore's ideas to his book Inside the Tornado and address the rise of consumer information technology driven by innovative uses of mobile devices, cloud computing, and the internet. Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)
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