Part 1: How High-Tech Markets Develop.

Back to Basics.

The Basis for Strategy Decisions.

The Early Market.

The Chasm.

The Bowling Alley.

The Tornado.

Main Street.

Part 2: Developing a Strategy.

Finding Your Place on the Technology Adoption Life Cycle.

Assessing the Sources and Impact of Discontinuity.

Building a Market Development Strategy.

Market Development Strategy Research: Market Creation Variables.

Market Development Strategy Research: Market Attractiveness Variables.

Market Development Strategy Research: Market Penetration Variables.

Part 3: Taking the Market Development Strategy to Market.

Strategy Validation.

Whole Product Management.

Marketing Communications Planning.

Field Engagement Strategy.

Epilogue: Using This Book.

Appendix.

Worksheets.

"Using The Chasm Group's models, BEA had become the fastest software company in history to reach $1 billion in revenue. The Chasm Companion provides the insights that will help someone else beat our record." William T. Coleman III, Founder, Chairman, & Chief Strategy Officer, BEA Systems, Inc.

"Paul Wiefels offers up a comprehensive marketing toolkit. His knowledge of what's worked and what hasn't is a must read for every marketing manager embarking into uncharted territory." Gary Elliottt, Vice President, Global Brand and Marketing Communications, Hewlett-Packard

"This is the must-have high-tech business survival guide for our new century." Steve Hayden, Vice Chairman, Ogilvy Worldwide

"The Chasm Companion is an outstanding guide for anyone facing the challenge of how to execute a successful marketing campaign for a high-tech product or service." Tom Kosnik, Ph.D., Consulting Professor, Stanford Technology Ventures Program

Part 1: How High-Tech Markets Develop. Back to Basics. The Basis for Strategy Decisions. The Early Market. The Chasm. The Bowling Alley. The Tornado. Main Street. Part 2: Developing a Strategy. Finding Your Place on the Technology Adoption Life Cycle. Assessing the Sources and Impact of Discontinuity. Building a Market Development Strategy. Market Development Strategy Research: Market Creation Variables. Market Development Strategy Research: Market Attractiveness Variables. Market Development Strategy Research: Market Penetration Variables. Part 3: Taking the Market Development Strategy to Market. Strategy Validation. Whole Product Management. Marketing Communications Planning. Field Engagement Strategy. Epilogue: Using This Book. Appendix. Worksheets.

A practical guide to the marketing strategies that revolutionized Silicon Valley

The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry.

Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts:
* How high-tech market develop

* How to specify a winning market development strategy

* How to plan go-to-market programmes at different points in the life cycle.