Abstract
The high-tech marketing model suggests that the way to develop a market for technological innovations is to progress through the curve for the diffusion process from left to right, beginning with the innovators, passing through early adopters, early majority, late majority, and ending with the laggards.1 In this way, organizations are able to use each group that adopts as a reference for the next group, with the previous group acting as opinion leaders and building credibility.
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Notes
Moore, G.A. (1991) Crossing the Chasm: Marketing and Selling Technology Products to Mainstream Customers. Oxford: Capstone Publishing.
Rosen, E. (2000) The Anatomy of Buzz: How to Create Word-of-Mouth Marketing. New York: Doubleday.
Li, C. and Bernoff, J. (2008) Groundswell: Winning in a World Transformed by Social Technologies. Boston: Harvard Business School Press.
Forrester Research Inc. (2009) “What’s The Social Technographics Profile Of Your Customers?” [Online interactive tool] Available at: http://www.for-rester.com/Groundswell/profile_tool.html [Accessed: 18 September 2009].
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© 2015 Ronan Gruenbaum
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Gruenbaum, R. (2015). What’s Marketing Got to Do with it?. In: Making Social Technologies Work. Palgrave Pocket Consultants. Palgrave Macmillan, London. https://doi.org/10.1057/9781137024824_20
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DOI: https://doi.org/10.1057/9781137024824_20
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