Inside the Tornado: Marketing Strategies from Silicon Valley's Cutting Edge
|Rating||:||4.19 (783 Votes)|
|Number of Pages||:||256 Pages|
"Tech Marketing Insight" according to A. Valentine. Ever wonder why so many innovative products never have the commercial success that the innovation deserves? "Inside the Tornado" is an invaluable resource for high tech marketing. The basic philosophy behind the book is for high tech marketers to master the use product niches and specialization in order to transcend high tech products forward to mass-market acceptance by dissecting the product adoption lifecycle. A great read for marketers and techies interested in marketing their own innovations.. "very valuable insights for IT professionals or investors" according to A Customer. really helped me focus on the the strategies successful tech companies must follow. as an investment professional, gives me clear guidelines to judge the business plans of the tech company managements i must meet daily. highly recommended for anyone in technology or finance fields. i have given several copies away to business associates!. A good read A Customer Moore clearly presents his thesis, and supports it with easily understood explanations. Definitely worth the time if you are interested in marketing high tech items.
This is Moore's second book expounding his high-tech marketing theories, focusing on what to do when you've followed his advice in Crossing the Chasm so well that customers are beating down your door and crawling in the windows, putting your business into a new lifecycle stage: the mass market.
If you are marketing technology-based products or managing the people who do, then you will find yourself Inside the Tornado.. Moore's most startling lesson is: "As markets move from stage to stage in the Life Cycle, the winning strategy does not just change -- it actually reverses the prior strategy. Continuing to chart the impact of the Technology Adoption Life Cycle, he explores its effects not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning and organizational leadership. All industries relying on technology -- not just computer hardware, software and telecommunications, but entertainment, publishing, broadcasting, banking, insurance, health care, aerospace, defense, utilities, pharmaceuticals and retail -- must master Moore's lessons to see the year 2000. The very skills that you've just perfected become your biggest liabilities; and if you can't put them aside to acquire new ones, then you're in for tough times." As challenging as this lesson is to apply, Moore leads the way. Using actual examples of cutting-edge firms, he applies the Life Cycle model to all aspects of managing a market-focused business strategy, including how to manage people effectively through each phase of the cycle. There are significant management implications: Chasm-crossers who love the customer intimacy of niches may rebel against t