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Inside the Tornado


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Moore (Crossing the Chasm, HarperBusiness, 1991) claims that marketing technology-based products is different from marketing standard consumer products. He explores marketing stages through a discussion of the "Technology Adoption Life Cycle," which follows a product from birth to death and suggests a course of action for each phase. He also charts power distribution within a company and the marketplace as these high-tech companies engage in traditional business strategies (i.e., strategic partnerships, competitive advantage, positioning, and organizational leadership). Moore provides examples from high-tech firms such as Hewlett-Packard, Apple, and Pyramid. Although other recent books address technology marketing (see TechnoBrands, AMACOM, 1991), none addresses life cycle issues. Written for those with a prior knowledge of marketing theory, this book is recommended for business libraries.-Kathy Shimpock-Vieweg, O'Connor-Cavanagh Lib., Phoenix, Ariz.

"We at Cisco have been living inside the tornado for the better part of a decade now, and we make heavy use in our strategy sessions of Geoff Moore's models for how high-tech marketplace dynamics evolve, and how business strategies must change to match them. This is an excellent book for anyone competing in the new Internet economy." -- John Chambers, CEO, Cisco Systems"Few businesses operate today without the hope of making it 'Inside the Tornado.' Geoffrey and The Chasm Group have captured the essence of business marketing strategy in a framework that is more useable and meaningful." -- Carol Bartz, chairman and CEO, Autodesk"When I first read "Inside the Tornado" several years ago, I was struck by how accurately it described our networking business. Now the Internet has created a whole series of tornadoes which will lead to a new world of pervasive connectivity and untold opportunity for 3Com. Thank you, Geoffrey Moore, for your powerful treatment of these world-changing business models." -- Doug Spreng, senior vice president, Client Access Business Unit, 3Com Corporation

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