The Chasm Companion： Implementing Effective Marketing Strategies for High-Technology Companies新世纪的高科技企业运营指南 下载 网盘 kindle mobi 115盘 pdf pdb rtf

Fans of Geoffrey Moore's Crossing the Chasm and Inside the Tornado will certainly be attracted to The Chasm Companion, a step-by-step manual by longtime Moore associate Paul Wiefels that lays out specific ways to apply his popular tech-oriented business principles in our fast-changing world. But even those who never warmed to the earlier works--which proposed a pragmatic path for successfully navigating the ever-moving environment of "disruptive technologies that force changes in both strategy and behavior"--could find this book appealing. Designing The Chasm Companion as a hands-on field guide, Wiefels opens by explaining six "inflection points" in high-tech market development (the Early Market, the Chasm, the Bowling Alley, the Tornado, Main Street, Total Assimilation) that he and Moore insist everyone must carefully watch and properly react to as internal and external conditions evolve. He then outlines models and tools developed in the consulting practice he co-founded with Moore that enable individual corporations to carefully craft relevant strategies that they can align correctly with the appropriate market phases defined earlier. Finally, he presents initiatives (strategy validation, whole product management, marketing communications planning, and field engagement strategy) to help these firms actually implement their plans. Graphics and sidebars help Wiefels drive his points home clearly. --Howard Rothman

Foreword

AcknOwIedgments

ntroduction

Part 1 How High-Tech Markets Develop

1 Backto the Basics

2 The Basis for Strategy Decisions

3 The Early Market

　4 The Chasm

　5 The Bowling Alley

　6 The Tornado

　7 Main Street

Part 2 Developing a Strategy

　Introduction

　8 Finding Your Place on the Technology Adoption Life Cycle

　9 Assessing the Sources and Impact of Discontinuity

　10 Building a Market Development Strategy

　11 Market Development Strategy Checklist：Market Creation Variables

　12 Market Development Strategy Checklist：Market Attractiveness Variables

　13 Market Development Strategy Checklist：Market Penetration Variables

Part 3 Taking the Market Development Strategy to Market

　Introduction

　14 Strategy Validation

　15 Whole Product Management

　16 Marketing Communications Planning

　17 Field Engagement Strategy

Epilogue：Using This Book

Appendix

Worksheets

Index

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