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HomeShop at BookSurgeHistoryEuropeRussia & the Former Soviet UnionAsymmetric Marketing: Tossing the 'Chasm' in the Age of the Software Superpowers |
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| Customer Reviews: | | Average Customer Review: ( 13 customer reviews )
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Most Helpful Customer Reviews
2 of 2 found the following review helpful:
Excellent, timely approach to selling software and services with/around the "Marketing Superpowers" Dec 13, 2006
By J. W. Strohecker
Most marketing and sales professionals have read the tomes by Geoffrey Moore, et al., that opine that chasms can be easily or rigorously bridged with targeted campaigns. In contrast, Mr. Benzel has created an insightful view of the new, engulfing "Sandstorm Economy" that is dominated by "Marketing Superpowers."
Thus, unlike the chasm theory, Mr. Benzel asserts that in order to effectively compete in today's changing economy, we must be much more nimble and aware of the successful practices -- and directions -- of the Superpowers, or we will be engulfed.
Clearly, companies now have the opportunity to learn from the practices of these Superpowers and leverage new techniques and operative methods to be more competitive and successful.
This is an excellent book -- and an even better Primer for conducting technology marketing in the new, changing economy. I strongly recommend this book for Marketers who are looking forward and who want to leverage new, successful techniques, rather than look back and continue to invest in staid methods with decreasing value, significance, and success.
1 of 1 found the following review helpful:
An Engaging, Readable Marketing Strategy Book Sep 22, 2009
By Daniel N. Miller
"Opus Research"
Joe Bentzel takes a heretical approach to high-tech marketing in a software-driven world. He challenges bell-shaped world created by devotees of Moore's Law, marketing lifecycles curves and venture funding to provide truly practical advice for firms that want to do well in today's marketplace, which is dominated by a small cohort of Big Code. I thank him for stopping short of my personal high-tech marketing hero Bill Davidow, the man who kicked off the chain of thinking that spawned Geoffery Moore and Tom Perkins.
This is an engaging and readable book. Bentzel has a conversational quality that makes it easy to take personally. He also presents thoughts that are easy to visualize, with images of cage matches, no-fly zones and the like. He highlights many of the marketing pathologies that gave rise to growth tactics built on venture funding (rather than top line growth), David disrupting Goliath (when Goliath brands have the capital, intellectual property, distribution strategies and the like to lock out insurgencies) and exist strategies that resemble divine intervention.
Although it is framed in 2006, it contains practical advice for marketers entering the second decade of the new millennium.
5 of 7 found the following review helpful:
The "How-To" book for technology oriented business in the 21st century Nov 10, 2006
By J. S. Bickley
This book is a must have for any technology driven business seeking success in today's, "post bubble", competitive landscape with software superpowers lurking at every turn. (HINT - it isn't through charitable VC funding or the next breakthrough technology!) Whether you are an upstart ISV or a seasoned marketing executive at a Fortune 500 firm, the information contained in this book will shift your outlook entirely. The reality is that the rules of the game have slowly changed over the past two decades and fortunately for us, Joe Bentzel has been paying attention. If you think you know the technology landscape of today's economy, do yourself a favor --- read this book!
Tremendous Book Jul 21, 2009
By Gregory C. Mcnulty
As a former senior executive of Microsoft, I found Joe's book a true game changer. His views and opinions are certainly spot on when it comes to leaping over the Chasm!
I have first hand experience working with Joe and his marketing genius comes to light in this book and is a must have for every executive!
Gregory McNulty
Vice President, Mocana Corporation
Must Read for "Product Management Jockeys"!!! Mar 11, 2008
By S. Yenamandra
"Product Management Exec."
As many of us know, Product Management is probably one of the most challenging responsibilities one could have in an organization. This book is a well written strategy guide for those looking to build a winning plan to cross the "shark infested" turbulent waters of competition in the new age. The writer's frank-talking style is a breath of fresh air and citing real world examples gives this book an edge that many of us can relate to.
See all 13 customer reviews on Amazon.com
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