High Tech Marketing

22 Jul

I’m currently reading Crossing the Chasm: Marketing and Selling Disruptive Products to Mainstream Customers by Geoffrey A. Moore.  It’s a great book that’s stood the test of time.  Definitely a must read for anybody interested in the fields of technology and marketing.  I found this awesome little nugget in the Foreword:

This is what we mean when we talk about “owning a market.”  Customer do not like to be “owned,” if that implies lack of choice or freedom.  The open systems movement in high tech is a clear example of that.  But they do like to be “owned” if what that means is a vendor taking ongoing responsibility for the success of their joint ventures.  Ownership in this sense means abiding commitment and a strong sense of mutuality in the development of the marketplace.  When customers encounter this kind of ownership, they tend to become fanatically loyal to their supplier, which in turn builds a stable economic base for profitability and growth.

Can anyone say Apple?  Fantastic read so far.  I’m less than fifty pages in and have already stumbled upon more than my share of nuggets like this one.

Wisdom-packed books like this one seriously rock.  Post the ones you’ve found in the comments.


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