{ "item_title" : "Crossing the Chasm, 3rd Edition", "item_author" : [" Geoffrey A. Moore "], "item_description" : "The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.With over a million copies sold, Geoffrey A. Moore's classic has become the definitive model for any company launching disruptive innovations.Why do most high-tech ventures fail? They fall into the chasm--the vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you can't cross this chasm, your technology is doomed.This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market: The Technology Adoption Life Cycle: Learn to identify the five distinct customer segments--from Innovators to Laggards--and understand why the gap between visionaries and pragmatists is the point of greatest failure.Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly.Assemble the Invasion Force: Master the whole product concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers.Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.", "item_img_path" : "https://covers1.booksamillion.com/covers/bam/0/06/229/298/0062292986_b.jpg", "price_data" : { "retail_price" : "28.99", "online_price" : "28.99", "our_price" : "28.99", "club_price" : "28.99", "savings_pct" : "0", "savings_amt" : "0.00", "club_savings_pct" : "0", "club_savings_amt" : "0.00", "discount_pct" : "10", "store_price" : "" } }

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