Book, Line & Sinker
Crossing the Chasm: Marketing
and Selling Disruptive Products
to Mainstream Customers
Brand Together: How CoCreation Generates Innovation
and Re-energizes Brands
Here is the bestselling guide that created a new
game plan for marketing in high-tech industries.
Crossing the Chasm has become the bible for
bringing cutting-edge products to progressively
larger markets. This edition provides new insights
into the realities of high-tech marketing, with
special emphasis on the Internet. It’s essential
reading for anyone with a stake in the world’s
most exciting marketplace.
A new tool for marketers and brand managers,
co-creation is fast becoming a recognized
and effective way to drive business growth and
enhance and protect brand reputation. Brand
Together shows how to involve all stakeholders employees, clients and customers - in the process
of co-creation and innovation to enable the
brand to succeed in the new world of customer
engagement and participation. It shows how
to intertwine creativity with brand strategy and
provides practical guidance on how to co-create
with customers from a brand perspective.
By Nicholas Ind, Clare Fuller,
Charles Trevail
By Geoffrey A. Moore
Eating the Big Fish: How
Challenger Brands Can
Compete Against Brand
Leaders
FusionBranding: How to Forge
Your Brand for the Future
FusionBranding: How to Forge Your Brand for the
Future by brand futurist Nick Wreden represents
a fresh look at branding imperatives, especially
for companies selling to other businesses. Core
principles of FusionBranding are illustrated with
numerous case studies. Each chapter includes
a FutureView, which looks at branding in 2005