The book I purchased was in amazing shape for a used book! As far as the content, I think everyone who is in management or marketing should read this book. It is easily understandable and even interesting as a casual read.

I read this a couple of years ago now and it's one of a small number of business books that I refer back to quite frequently. It is strong on theory and equally strong on case studies given in detail to illustrate a broad range of points. Very readable and very useful.

Spot-on.
Crystal clear.
Essential reading.

The Diffusion of Innovations remains the standard of marketing books. When it comes to grasping how and why individuals engage products and services, look no further.

I first read this book in 1986 while launching a company in the bizarre market defined as Music-driven Laser Entertainment. Many thousands of laser display system later, and more than a dozen companies in completely different markets, I can attest that this book either helped us grow, or provided an early warning of the writing on the wall.

The understanding of WHO in the marketplace drives adoption, and WHY people migrate and accept a new innovation is critical.

The 1962 1st Edition might make you blanche. Don't.

Like The Entrepreneur's Manual: Business Start-Ups, Spin-Offs, and Innovative Management, this book is timeless. I currently own the 4th Edition, and it's as applicable today as before the web "changed everything".

A must read for any entrepreneur, marketer, public relations wonk, advertiser or designer.
Mark Alan Effinger
[...]

Rogers wrote the book on DoI. It's academic and accessible, and also written from an overall perspective. I specially liked the exhaustive literature review - it's like a study of the diffusion of diffusion studies. It's written by a person with genuine intellectual depth and based on decades of work, and is completely "unfaddish". I can bet that if you read it a second time five years down the line, you won't think you're wasting time. How many "business books" can you say that for?

This book has wide immplimentations and its content can be used in several fields. I used this book to help write my thesis (btw I'm an Agricultural Economics student). The examples used in this study range from agriculture to medical and everywhere in between. So if you have any interest in the spread of ideas or the psychology behind it this is a must have. I will buy this book after I graduate (right now I have free access to it).