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This groundbreaking marketing book apparently struck a chord with readers. First published in 1991, it was expected to sell 5,000 copies. Instead, it sold more than 175,000 copies -- an "upside miss" of epic proportions. In this new edition, best-selling author Geoffrey A. Moore changed little of the underlying logic and strategies contained in the original. Most of the updating involves replacing its examples and case studies, swapping out companies from the 1980s with those of the 1990s. Out are Aldus, Wang and Zilog; in are Dell, Oracle and 3Com. Written by an English professor-turned-business consultant, this lively text offers useful advice to companies seeking a way to sell high-tech goods to mainstream customers.
- Illustrates how the traditional bell curve tracing how technology is adapted by consumers is flawed because it lacks the "cracks" that separate the various sub-populations, such as the early adopters and the early majority.
- Advocates bridging those gaps by launching a "D-Day type of invasion" that focuses on a very specific target segment within a mainstream marketplace.
- Details the specific tactics needed to undertake such an assault, including targeting the point of attack, assembling the invasion force, defining the battle and launching the invasion.
- The book's clear organization offers a detailed roadmap that's easy for readers to follow.
- Real-world case studies show what has worked in the marketplace, and what hasn't.
For more books that explore the latest in marketing strategies, check out Reviewed by MH - November 9, 1999
Reviewed by MH - November 9, 1999