Nearing go-to-market time? The marketing strategy required to promote a brand new product is substantially different from promoting an established product. Get advice from some of the top thinkers to plan your go-to-market strategy.
Geoffrey Moore's classic has become the bible for marketing in the high-tech industry. This revised and updated edition includes new insights into the realities of high-tech marketing, with particular emphasis on the Internet and how to make the most of it.
While other books on this list will do their best to tell you what TO do, this book is full of great examples of what NOT to do in high-tech marketing. Learn how to avoid the bone-headed mistakes of IBM, Digital, Netscape, and others, and your startup might have a chance of becoming the next Microsoft, who, according to Chapman, earned that spot simply by being less stupid than everyone else.
This fieldbook from Chasm Group's Paul Wiefels focuses on the ideas from Moore's books and translates them into practical applications around three major topics: how high-tech markets develop, creating market development strategy, and executing marketing programs based on the strategy.
Lawrence Friedman based his book on extensive research of successful best practices from a variety of industries. He lays out a strategy for dramatically cutting selling costs and driving double-digit revenue growth.