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Crossing the Chasm

Geoffrey Moore

Geoffrey Moore, the leading high-tech guru, throws out old marketing ideas to clear space for the special realities of the high-tech market. 

Geoffrey Moore makes the case that high-tech products require unique marketing strategies. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to reach mainstream buyers. This pattern, says Moore, is unique to the high-tech industry.