Title: Essential for anyone in IT marketing
Review: The first section sets out the 'chasm' that IT products have to cross -- from early adopters to a mass audience. Very well written, useful, clearly informed by ground-level experience.And then just when you assume that the *rest* of the book will be filled with variations on this single idea (like many business books) it goes into second and third gear, with real meat on market segmentation, 'whole products' and vertical vs horizontal market approaches. All of it analytically sound, practical, without the hubris that so often disfigures similar books.I'm a techie by training, but marketing has been my destiny for the last couple of years. If you, like me, have been sweating to get the four P's to square with your experience in the trenches, get this book!
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