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The Chasm Companion： Implementing Effective Marketing Strategies for High-Technology Companies新世纪的高科技企业运营指南书籍详细信息
- ISBN：9780066620558
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2002-08
- 页数：暂无页数
- 价格：153.10
- 纸张：胶版纸
- 装帧：平装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
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
书籍目录：
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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