Building Routes to Customers: Proven Strategies for Profitable Growth - Couverture rigide

Raulerson, Peter; Malraison, Jean-Claude; Leboyer, Antoine

Couverture rigide

ISBN 10 : 0387799508 ISBN 13 : 9780387799506

Editeur : Springer-Verlag New York Inc., 2009

Synopsis

Building Routes to Customers The Routes to Market approach for driving profitable growth is used by such companies as IBM, Microsoft, HP, Cisco, and hundreds of smaller companies. This book explains the RTM approach step by step and offers dozens of real-life examples.

A propos du livre

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.

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.

À propos de cette édition

• Éditeur: Springer-Verlag New York Inc.
• Date d'édition: 2009
• ISBN 10: 0387799508
• ISBN 13: 9780387799506
• Reliure: Relié
• Nombre de pages: 196