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Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for bringing cutting-edge products to progressively larger markets. This edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. It's essential reading for anyone with a stake in the world's most exciting marketplace.

Published: HarperCollins on Mar 17, 2009
ISBN: 9780061795862
List price: $9.99
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A must read for startup entrepreneursread more
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Good if you want to understand the introduction of new technologies into the marketplace.read more
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Testing
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A must read for startup entrepreneurs
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Good if you want to understand the introduction of new technologies into the marketplace.
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The book is basically broken into two parts. The first part focuses on how mainstream adoption of technology differs from early adopters' and the challenges of shifting strategies from one to the other. He takes a logical, common-sensical approach that matches up with what I've experienced as well as basic human behavior.

The second part takes that theory and helps you develop a tactical plan for going after the mainstream. He touches on choosing target markets, positioning, pricing, sales channels, and a host of other aspects of the strategy. It is an exceptional book that marries theory and execution into an effective playbook for tech leaders.
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OK I hate to say that such a banal business book captures in a few pages my over arching outlook on how change happens in the world (and just so happens to be a good way to approach launching high tech innovations). I refer to it often as a baseline for clients and anyone I am talking to to understand the process they are about to embark upon. I recommend it highly to all my clients so we can agree to speak the same language about product development and the world we are trying to launch it into.
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The old "it" book of the technology business which brough the term "early adopters" into day to day corpo speak. Like most businees books, this is a very quick read and presents some a reasonable idea - how to move your customers from the type of people that must have any news thing - to the general public. Like most business books, yet again, it could have been a magazine article not a book.
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