AM: Gorilla-Guerilla Marketing
You say banana, I say...
For those of you in high-tech marketing who are unfamiliar with Geoffrey
Moore's two books -- "Crossing the Chasm" and "Inside the Tornado" -- run,
don't walk, to your nearest bookstore. In Tornado, Moore describes a model
in which only one company (the *Gorilla*) dominates the market. There are
also chimps and monkeys, but you'll have to read that part for yourself.
I think the message in the eariler post is that alliance marketing works best
if you choose the Gorilla in a market space with which to align your company.
Marketek Marketing Consultants