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Book synopsis

In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note. Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Inside the Tornado
• Subtitle: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets
• Author: Geoffrey A. Moore
• Language: English
• Binding: Paperback
• Number of pages: 272
• EAN: 9780060745813
• ISBN: 0060745819
• ID: 01373894
• Publisher: HarperCollins Publishers Inc
• Weight: 202 g
• Dimensions: 203 × 137 × 17 mm
• Date of publishing: 20. March 2011

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