Marketing Library Marketing Resources

Crossing the Chasm : Marketing and Selling High-Tech Products to Mainstream Customers: Geoffrey A. Moore, Regis McKenna

Crossing the Chasm grows from Moore's extensive consulting experience at Regis McKenna and at his own firm, working with hundreds of technology ventures struggling with these problems. The transition, he notes, is always perilous: typically, the new venture commits significant resources to modifications promised to secure its initial base of early market customers. The venture requires continued growth to support these commitments, growth into the lucrative mainstream markets. But these markets require a very different approach from that of the early visionaries; and if a company does not attack them properly, it will quickly fall short of projections and find itself in trouble. Moore's book presents specific strategies in marketing and all other areas of the business to help technology companies cross this critical chasm successfully.

Unleashing the Killer App : Digital Strategies for Market Dominance: Larry Downes, Chunka Mui, Nicholas Negroponte

Downes and Mui argue that the dominant trend behind the proliferation of killer apps is a combination of Moore's Law, which states that the processing power of the CPU doubles every 18 months, and Metcalfe's Law, which observes that the value of a network increases dramatically with each node that's added to it. These two laws are fundamentally changing how businesses interact with each other and with their customers. To exploit these changes, the authors outline 12 points for designing a digital strategy to help you identify and create killer apps in your own organization. The book includes dozens of examples of how killer apps were discovered and implemented.

Unleashing the Killer App provides an excellent framework for rethinking the nature of business in today's wired economy. No matter the size of your company or what it does-- health care, publishing, or fast food--there's probably a killer app lurking somewhere. This book will help you find it. Highly recommended.

Selling the Invisible : A Field Guide to Modern Marketing Selling the Invisible : A Field Guide to Modern Marketing: Harry Beckwith

Advertising professional Beckwith startles and disarms all potential doubting Thomases with one fact--that by the year 2005, 8 out of 10 Americans will be working in a service business. Chapters here are remarkably short; they are intended to convey one point (summarized in one sentence in boldface italics) and are blessedly free of jargon. Hints and tips cover the conventional four Ps of marketing--product, promotion, place, and price--in an irreverent and iconoclastic manner; nothing is sacrosanct. Stories from every corner of life illustrate and drive home messages. In a quandary about pricing? Read the Picasso story to remember, "Don't charge by the hour; charge by the years." About the value of research? Forget questionnaires and focus groups; instead, ask individuals what improvements are needed--not the dreaded "What don't you like?" A very human, much-needed book to savor and be refreshed by.

Net Gain : Expanding Markets Through Virtual Communities Net Gain : Expanding Markets Through Virtual Communities: John Hagel, Arthur G. Armstrong

Building relationships with customers has been a buzz phrase in many business circles for years. Now John Hagel and Arthur Armstrong declare that's not enough. They make a strong case that business success in the very near future will depend on using the Internet to build not just relationships, but communities. The payoff, they maintain, will be phenomenal customer loyalty and high profits. But, they warn, this race will definitely go to the swift. Here's a cyberspace book that could make your business future. Not everyone agrees with Hagel and Armstrong, but with stakes so high they deserves a serious reading.

Inside the Tornado : Marketing Strategies from Silicon Valley's Cutting Edge: Geoffrey A. Moore

Inside the Tornado extends Moore's work with the Technology Adoption Life Cycle model to incorporate three distinct mainstream market stages - a pre-hypergrowth era of niche markets, the mass-market phenomenon of hypergrowth itself, and a post-hypergrowth era of mass customization. Moore illustrates the dynamics of each stage with examples from cutting-edge companies such as Hewlett-Packard, Microsoft, Intel, Sybase, PeopleSoft and Lotus. He then goes on to analyze each stage's impact on strategic partnerships, competitive advantage, positioning, and organizational leadership.

Rules for Revolutionaries : The Capitalist Manifesto for Creating and Marketing New Products and Services: Guy Kawasaki, Michele Moreno

Guy Kawasaki's latest book is to management tomes what Internet search engines are to disparate sites around the Web: It places the ideas of various management gurus in some semblance of order and aggregates them into a readable format. But Kawasaki, a one-time Apple Computer Inc. evangelist, surpasses the run-of-the-mill search engine by being knee- slappingly amusing. And he has more than a few ideas about do's and don'ts for startup executives--or "revolutionaries," in Kawasaki-speak. Indeed, it's easy to see Rules for Revolutionaries launching a thousand PowerPoint presentations. Entrepreneurs, VCs, investment bankers and business school professors will nod approvingly at Kawasaki's truisms and immediately envision how this or that nugget could enliven a presentation.

The 22 Immutable Laws of Marketing : Violate Them at Your Own Risk: Al Ries, Jack Trout

The world-renowned marketing consultants and bestselling authors of Positioning, Marketing Warfare, and Bottom-Up Marketing offer a compendium of 22 innovative laws for understanding and succeeding in the international marketplace. This book is an invaluable distillation of the expertise Ries and Trout have consistently brought forth over the decades. Illustrations.

The One to One Future : Building Relationships One Customer at a Time: Don Peppers, Martha Rogers, Ph.D.

The One to One Future is a radically innovative business paradigm focusing on the share of customer--one customer at a time--rather than just the share of market. Authors Don Peppers and Martha Rogers reveal one to one strategies to:

Find the 20 percent--or 2 percent--of your own customers and prospects who are the most loyal and who offer the biggest opportunities for future profit;
Collaborate with each customer, one at a time, just as you now work with individual suppliers or marketing partners;
Nurture your relationships with each customer by relying on new one to one media vehicles--not just the mail, but the fax machine, the touch-tone phone, voice mail, cell phones, and interactive television.

Leading-edge companies such as MCI, Lexus, Levi Strauss, and Nissan Canada, and thousands of smaller enterprises, have already adopted the one-to-one perspective. The strategies outlined in this book work just as well--often even better--for small companies, from two-person accounting firms to flower shops to furniture stores.