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Building Routes to Customers: Proven Strategies for Profitable Growth (Anglais) Relié – 1 décembre 2008

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Présentation de l'éditeur

Building Routes to Customers explains the powerful "Routes-to-Market" approach for driving profitable growth. World-class organizations including IBM, Microsoft, HP, Cisco, Hitachi, Adobe and Plantronics, and hundreds of smaller companies, have adopted RTM to develop and execute highly successful go-to-market strategies and tactics. With a step-by-step approach and dozens of examples, the authors show how you can use RTM to: (1) Determine the optimal level of spending for each function in marketing, sales and customer service, for each market segment, product and service. (2) Optimize your marketing mix and sales and distribution channels to maximize revenue and profitability throughout the product life cycle. (3) Get everyone in product management, marketing, sales, customer service, and your distribution partners aligned and working together to maximize results. (4) Get the right products and services to the right customers at the right time. (5) Retain existing customers and create profitable new ones. --Ce texte fait référence à l'édition Broché .

Biographie de l'auteur

Peter Raulerson Peter Raulerson is an expert in go-to-market strategies and tactics, and a Partner with The PARA Marketing Group, a management consulting firm. He has consulted extensively with executives of Adobe, Canon, Cisco, F5 Networks, HP, IBM, Microsoft, Oracle, Sun, Symantec, and other technology companies including venture-backed start-ups. He has helped them increase corporate value by bringing new products and services to market, building new value chains and distribution channels, and improving the productivity of product development, marketing, sales and distribution. Prior to PARA Marketing, Peter was CEO of InterConnections, Inc. a privately-held developer of multivendor network software, founded in 1986 and acquired in 1990 by Emulex Corporation. From 1972 to 1986, Peter held engineering, sales, marketing and management positions with Digital Equipment Corporation, GTE Telenet and 3Com. Before receiving his BA in math from Harvard in 1972, he was a research associate in managerial economics and decision analysis at Harvard Business School. He has been a member of the board of directors of the Washington Technology Industry Association. Jean-Claude Malraison Jean-Claude Malraison is Vice-Chairman of the Supervisory Board of Solucom Group, a leading IT consulting firm in France, and a member of the board of Critical Eye, an executive leadership community headquartered in the United Kingdom. Prior to these roles, he was Managing Director of Plantronics EMEA (Europe, Middle East, Africa) from 1999 to 2003, where he drove the highly successful launch of Plantronics' products into consumer electronics channels across Europe. From 1971 to 1999, Jean-Claude served in several leadership positions with IBM, most recently as a member of the Executive Committee of IBM EMEA. --Ce texte fait référence à l'édition Broché .

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Commentaires client les plus utiles sur (beta) 5.0 étoiles sur 5 3 commentaires
5.0 étoiles sur 5 A Nice Book 3 janvier 2012
Par Adil Mac - Publié sur
Format: Format Kindle Achat vérifié
Its a very well structured book. The authors use a very vivid "story telling" kind of approach in some parts as well as cases from big companies such as Adobe, Dell amongst others. The concepts are explored and detailed in a very "down to earth" kind of way, which makes the experience interesting.
For people within the Marketing field or even if you are not too much into marketing, i recommend this book. If you are looking for insights about distribution channels, i also think it may give you some interesting pointers.

The structured approach of Routes to Market is in itself very powerfull tool that makes this book worth every cent.
Eventhough there is some level of deepness that at points do not matter that much the authors offer suggestions at the begining of some chapters in order to contextualize the reader with whats comming next, so you know if too much info for what you need or not.
5.0 étoiles sur 5 Experienced RTM Practitioner Highly Recommends This Book 26 mai 2009
Par Larry Heathcote - Publié sur
Format: Relié
I have worked directly with Peter Raulerson on 3 separate occasions to apply RTM to our networking hardware and PC businesses. In each experience, I was amazed at how easily the RTM process applies to any business, and how broad and deep Peter's knowledge and experience truly is. In addition, RTM principles are widely utilized at IBM, and I am once again utilizing these techniques to analyze and drive strategic decisions to optimize IBM's Information Management software and cross-Brand Marketing Programs. Reading this book is very timely....

I believe the title, "Building Routes to Customers: Proven Strategies for Profitable Growth," is very well chosen. Companies need to "build" routes to customers - that means strategic and active selection, full enablement at all levels, and applying appropriate metrics to gain insights into their ongoing performance. Focus must be directed at optimizing all aspects of those routes for profitable growth, while at the same time, building and enabling future routes as products, solutions and markets mature.

This particular book, is thorough and extremely well written - the very best on the topic. From first time RTM users to those of us that are well versed, this book has it all. My personal recommendation is to read this book in its entirety, then come back to each chapter and do a deep dive for your particular offerings and marketplace. What you will learn will simply amaze you!
5.0 étoiles sur 5 A Great Read for Anyone in Marketing 20 mai 2009
Par R. E. Biery - Publié sur
Format: Relié
As a 30 year veteran in product marketing, I found the Routes-To-Market (RTM) methodology outlined in this book to be remarkably insightful. It helped explain why some past launches were more successful than others, and now provides a roadmap for ensuring greater success with future launches. In my current capacity as a marketing communications consultant, I plan to use ideas from the book when I write white papers and other marketing collateral for my clients to generate leads and qualify prospects. I'm also going to recommend that my clients adopt the full Routes-To-Market methodolgy. This book really is a must-read for anyone in need of a proven, practical process for launching a new product or service.
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