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Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm (1991, revised 1999 and 2014), is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
A vertical market is a market in which vendors offer goods and services specific to an industry, trade, profession, or other group of customers with specialized needs. A horizontal market is a market in which a product or service meets the needs of a wide range of buyers across different sectors of an economy .
This list includes notable authors of books on marketing and/or advertising. David Aaker; Marty Appel; ... Tom Hayes (author) John Hegarty (advertising executive)
More broadly, marketing managers work to design and improve the effectiveness of core marketing processes, such as new product development, brand management, marketing communications, and pricing. Marketers may employ the tools of business process re-engineering to ensure these processes are properly designed, and use a variety of process ...
The book raises questions about American business management and practices and then attempts to answer them. It also examines the financial benefits for companies that focus primarily on customer satisfaction rather than shareholder profits. [3] The book provides a business model based on three dimensions (called 'Value Disciplines"): Customer ...
Vertical product differentiation can be measured objectively by a consumer. For example, when comparing two similar products, the quality and price can clearly be identified and ranked by the customer. If both A and B products have the same price to the consumer, then the market share for each one will be positive, according to the Hotelling ...
Blue Ocean Strategy is a book published in 2005 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD, [1] and the name of the marketing theory detailed on the book. They assert that the strategic moves outlined in the book create a leap in value for the company, its buyers, and its employees while unlocking new demand and making ...
Paul Harmon - management author; G. Charter Harrison (1881–1959) - Anglo-American management consultant and cost account pioneer; Sven A. Haugland (born 1948) - Norwegian organizational theorist; David L. Hawk; Igor Hawryszkiewycz (born 1948) - American computer scientist and organizational theorist; Robert Heller