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2 Burnside Business- Management

Inside the Tornado Marketing Strategie S

by

Inside the Tornado Marketing Strategie S Cover

 

Synopses & Reviews

Publisher Comments:

The bestselling guide to the high-stakes world of high tech--now in paperback! Exploring the new high-tech landscape and its implications for business strategy, Geoffrey Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. From marketing to overall business strategy, Inside the Tornado is a must-read for anyone in the high-tech business.

About the Author

Geoffrey Moore is a Managing Director with The Chasm Group, a consulting practice based in California that provides market development and business strategy services to many leading high-technology companies. He is also a Venture Partner with Mohr Davidow Ventures, a California-based venture capital firm specializing in specific technology markets, including e-commerce, internet, enterprise software, networking and semiconductors. As a Venture Partner at Mohr Davidow, he provides market strategy advice to their high-tech portfolio companies. Geoffrey is a frequent speaker and lecturer at industry conferences and his books are required reading at Stanford, Harvard, MIT and other leading business schools.

Geoffrey's current practice focuses on the concepts of his recent book Living on the Fault Line, targeted to CEO's and senior executives of Fortune 500 companies facing the impact of the Internet.Geoffrey's first book, Crossing the Chasm, initially published in 1991, adds compelling new extensions to the classical model of the Technology Adoption Life Cycle. He introduces his readers to a gap or "chasm" that innovative companies and their products must cross in order to reach the lucrative mainstream market. A revised edition was released in July 1999 to update industries and case-study companies.

The sequel, Inside the Tornado, published in 1995, provides readers with insight into how to capitalize on the potential for hypergrowth beyond the chasm. This second book sorts out how the market forces behind the Technology Adoption Life Cycle demand the need for radical shifts in market strategy.

The Gorilla Game, Geoffrey's third book, was originally released in March of 1998 with a revised version, including a new chapter on internet investing, released August of this year. This book was co-authored with Chasm Group managing partner and high-tech marketing strategist Tom Kippola, and stock investment guru and BancAmerica Robertson Stephens analyst Paul Johnson. The Gorilla Game combines the methodology Moore introduced in Crossing the Chasm and Inside the Tornado, with Johnson's stockmarket valuation models and Wall Street expertise, and Kippola's high-tech investment experience.

Geoffrey's most recent book, Living on the Fault Line, focuses on a single theme: How should the management of a public company that rose to prominence prior to the age of the Internet manage for shareholder value now that the Internet is upon us? Living on the Fault Line guides executives and managers who are coping with disruptive technology, destabilizing their core market positions, providing them with new models, metrics, and organizational practices to meet the challenges of the new economy.

Prior to founding The Chasm Group in 1992, Geoffrey was a principal and partner at Regis McKenna, Inc., a leading high-tech marketing strategy and marketing communications company. For the decade prior, he was a sales and marketing executive at three different software companies.

Geoffrey holds a bachelor's degree from Stanford University and a Ph.D. from the University of Washington, both in literature, and served as an English professor at Olivet College.

Product Details

ISBN:
9780887308246
Subtitle:
Marketing Strategies from Silicon Valley's Cutting Edge
Author:
Moore, Geoffrey A.
Author:
Moore, Geoffrey A.
Publisher:
Harper Business
Location:
New York
Subject:
Business
Subject:
Marketing - General
Subject:
Marketing
Subject:
Computer Industry
Subject:
High technology industries
Subject:
Microelectronics industry
Subject:
Santa clara county
Subject:
E-Commerce - Internet Marketing
Copyright:
Edition Description:
1st HarperPerennial ed.
Series Volume:
v. 8
Publication Date:
19990603
Binding:
Paperback
Language:
English
Illustrations:
Yes
Pages:
272
Dimensions:
7.94x5.28x.67 in. .40 lbs.

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Related Subjects

Business » Management
Business » Marketing

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