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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

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最低价：￥128.90

定价：￥174.00

作者：PaulWiefels　著著

出版社：音像供货

出版时间：2002-8-1

I S B N：9780066620558

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The Chasm Companion: Implementing Effective Marketing Strategies for High-Technology Companies

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价格
128.90元

The Chasm Companion： Implementing Effective Marketing Strategies for High-Technology Companies新世纪的高科技企业运营指南

送货上门

价格
139.20元

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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

作者简介

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