"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
Back to Basics.
The Basis for Strategy Decisions.
The Early Market.
The Bowling Alley.
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.
Whole Product Management.
Marketing Communications Planning.
Field Engagement Strategy.
Epilogue: Using This Book.