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Inside the Tornado

Name: Inside the Tornado
Brand: Harper Business
SKU: 9780060745813-HCUSDTR
Price: 118.0 HKD
Availability: OutOfStock

Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets

Geoffrey A. Moore (Author) ... more

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Edition: Paperback / softback

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Product Info

English

272 pages • 13.49 x 20.32 x 1.55 cm

Approx. weight: 0.25 kg

Publication date: 27 Dec,2005

Barcode/ ISBN: 9780060745813 • Harper Business

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By: Geoffrey A. Moore

In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note.

Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

In his classic work Crossing the Chasm, Geoffrey Moore introduced the concept of a -chasm' that new innovative products must cross to reach the mainstream market. Now he teaches marketers how to bridge it and survive the ensuing whirlwind of demand.aThe definitive work on high-tech marketing strategy, this book examines the real-life tactics used by successful chasm crossers such as HP, Apple, AT&T, Oracle, NeXT, and Silicon Graphics. Moore explains how to seize control of the profit-rich niches that exist beyond the chasm and enter the tornado phase of their Technology Adoption Life Cycle. He explores the effects of the Technology Adoption Life Cycle not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning, and organizational leadership.