《跨越鸿沟》

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《跨越鸿沟》(Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers)

《跨越鸿沟》(Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers)

• 作者： Geoffrey A. Moore　著
• 出 版 社： 哈珀·柯林斯一般图书出版集团商业分社（HarperCollins Publishers）
• 出版时间： 1999

　　在台湾先行出版的《龙卷风暴》《大金刚法则》，事实上是本书《越鸿沟》的续作。但由于本书初版于1991年问世，书中所举个案与例证，已与《龙卷风暴》中文版问世的全球环境大相径庭，所以《跨越鸿沟》的中文版一直未在考虑之列。幸作者墨尔先生于 1999年改版更新数据，让整个技术采用生命周期的理论得以完整在台呈现；从此一改版的动作，也可见本书的理论中心之历久弥坚。

　　《跨越鸿沟》所讲是高科技产业生命周期的早期阶段，也就是新兴高科技产品的营销策略，也唯有跨越了鸿沟阶段，才能继续往主流市场迈进，甚至进入龙卷风暴阶段。本书已是全球各商学院所有关高科技管理的必读教材，更是产业界、学术界，乃至于主管科技政策方向的财经界所不可不读的经典之作。

　　Moore provides an invaluable service to high-tech entrepreneurs and investors: he has identified the weak link in the marketing chain which makes the success of such ventures so unpredictable, and he outlines proven, specific techniques to address this challenge. At a time when the high-tech community in the U.S. cedes much of its once-held manufacturing advantage to the Far East and elsewhere, it is critical that these U.S. enterprises must retain superior marketing as a competitive advantage. Crossing the Chasm provides critical information for achieving this end.

　　Geoffrey A. Moore（杰弗里·墨尔）：高踞亚马逊网络书店商业书高科技类畅销书排行榜《龙卷风暴》、《大金刚法则》作者。墨尔是鸿沟团队（Chasm Group）的创办人暨董事长，同时也是Mohr Davidow创投公司的合伙人。他所提出的技术采用生命周期理论，也是他三本高科技畅销书《跨越鸿沟》《龙卷风暴》《大金刚法则》的一贯中心理论， 成为整个高科技产业之所有营销作为的中心。而此理论更是与时俱进，愈见深入与扩张。也由于此等非凡的贡献，墨尔还被《上风》（Upside）杂志选为数位革命精英领袖100风云榜的名人之一。

　　Formerly a partner with Regis McKenna Inc., Geoffrey A. Moore is now president of his own firm, Geoffrey Moore Consulting, and founder of The Chasm Group. He has consulted with over 30 high tech corporations, including Hewlett-Packard, Apple, AT&T, Oracle, IBM, and Samsung. Moore is also the author of Inside the Tornado ) which details market dynamics of hypergrowth, and explains how to pool resources, gain supporters during pre-tornado phase, then how to unleash them once the tornado hits. He holds a degree in literature from Stanford University and the University of Washington. Moore is a frequent speaker at industry conferences and trade shows and also lectures at business schools, where Crossing the Chasm is often a required textbook. He lives with his wife Marie in Palo Alto, California. --This text refers to an out of print or unavailable edition of this title.

• AUTHOR'S NOTE
• PREFACE TO THE REVISED EDITION
• FOREWORD
• ACKNOWLEDGMENTS
• PART Ⅰ Discovering the Chasm
  • INTRODUCTION
    • If Bill Gates Can Be a Billionaire
  • 1 High-Tech Marketing Illusion
  • 2 High-Tech Marketing Enlightenment
• PART Ⅱ Crossing the Chasm
  • 3 The D-DayAnalogy
  • 4 Target the Point of Attack
  • 5 Assemble the Invasion Force