Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets – Part Two of the Classic Marketing Series on Mainstream Customer Adoption (Collins Business Essentials)

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.

• Crossing the Chasm, 3rd Edition (Collins Business Essentials)
• The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail (Management of Innovation and Change)
• Zone to Win: Organizing to Compete in an Age of Disruption
• Escape Velocity: Free Your Company's Future from the Pull of the Past
• Getting to Plan B: Breaking Through to a Better Business Model
• Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers
• Managing in Turbulent Times
• Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
• The Innovator's Solution: Creating and Sustaining Successful Growth
• Dealing with Darwin: How Great Companies Innovate at Every Phase of Their Evolution